UNIQLO UT Global Campaign 2024

For this project, our focus is on communicating cultural diversity through the keywords “global” and “diversity. The campaign aims to highlight both the unique cultures of each Key Opinion Customer (KOC) and the T-shirt products they are paired with. Departing from previous UT campaigns that mainly showcased visuals of collaborating characters, we have adopted a new approach to emphasize the individuals behind the T-shirts. We began with a casting plan for the 16 KOCs and directed the overall visual presentation of the campaign. Our strategy for out-of-home (OOH) and social media platforms involved not only displaying the products but also sharing the personal stories of the people involved, portraying UT as a brand deeply connected to culture.

monopo also offers in-house casting services. We are not bound by affiliations or countries; instead, we propose the most suitable cast members from all over the world for each project. For this campaign, we developed a unique casting plan based on our own research to showcase UT through a diverse range of cultures. Our case included a dancer, cafe owner, kick boxer, film director, and many others.

We selected a variety of shooting locations, both indoor and outdoor, such as theaters, cafes, and personal studios, to ensure a balanced representation of each KOC’s culture. To convey a more realistic and global message, we shot not only in Tokyo but also in Paris. We intentionally left some details open to allow for on-the-spot improvisation, which helped to authentically capture the world each KOC values. By maintaining a minimal production crew, we were able to maintain a level of flexibility of our locations and shooting plans, enabling a swift and efficient production process.

Based on the global campaign, we also created guidelines that enable each UNIQLO location around the world to develop its own version. One of monopo's strengths is its ability to seamlessly create guidelines in English. By sharing the global campaign’s worldview and rules defined by monopo, we facilitated the development of campaign visuals in each country that align with this season’s concept, beyond the visuals we directly produced.