BARCELONA – The first UNIQLO shop in Spain has opened at 18, Passeig de Gràcia 18 in Barcelona on September 20. For its communication campaign, the Japanese apparel retailer has selected independent creative agency &Rosàs – a move that aligns perfectly with its culture of working with local partners.
The UNIQLO brand, says Alberto Martín, Brand Marketing Manager at UNIQLO, is “closer to industrial design than it is to fashion.” This underpins the company’s “LifeWear” brand concept – a concept that transcends marketing and advertising, and ties to the UNIQLO mission: to manufacture quality, durable and functional clothing, and to improve quality of life for customers regardless of age or style.
UNIQLO – Esenciales para la vida from &Rosàs on Vimeo.
This vision is at the centre of the &Rosàs creative campaign: “Life Essentials.” The campaign is a homage to the important things in life and draws a parallel between UNIQLO products, its brand values and the character of Barcelona – a city made for and by people: accessible, comfortable, open, full of life, diverse and always authentic, whatever the latest trend or fashion. A way of life that aligns perfectly to UNIQLO and LifeWear.
“Life Essentials” features eight brand ambassadors: former footballer Carles Puyol, the model Verónica Blume, illustrator Amaia Arrazola, DJ Laura Put, the chef Johann Wald, actress Greta Fernández, actor Àlex Moner and the designer Oscar Tusquets. These eight ambassadors represent and share UNIQLO values, and each has a special relationship with the city of Barcelona. They are all photographed in parts of the city that have special or personal meaning.
UNIQLO – Explore from &Rosàs on Vimeo.
UNIQLO – Feel lucky from &Rosàs on Vimeo.
A series of digital and graphic pieces has been created together with the eight brand ambassadors. Additionally, actors Àlex Moner and Greta Fernández star in 60-minute/feature-length audiovisual piece and four shorter pieces of 20 minutes. These tell a love story set in city of Barcelona, that showcase the distinct features and characteristics of UNIQLO clothing.
Opening with a simple question – “What would you do if you had the city to yourself for a day?” – the pieces follow Greta and Alex through the city as they discover the parts of it that really matter to them.
Isahac Oliver, Executive Creative Director with &Rosàs, feel “enormous respect” for the work UNIQLO has done in tandem with the agency: “It is an honour for us to work with a brand that is so well known for its creativity, and to be part of showcasing the philosophy of a brand as unique as LiveWear.”
UNIQLO – Have fun from &Rosàs on Vimeo.
UNIQLO – Improvise from &Rosàs on Vimeo.
Also participating in the campaign are well-known fashion and interiors photographer Nacho Alegre, director Eloi Colom, production company The Production Club and Mishima guitarist, Dani Vega, who has been commissioned to write original compositions for each piece.
The audiovisual pieces are broadcasted on local television stations and nationally via UNIQLO’s social media and influencers’ blogs and platforms. A number of PR and branded content actions and events have also been organized drawing on interviews with the eight brand ambassadors – interviews that reveal their “essential” characteristics in terms of their style and their relationship with Barcelona. These interviews have also been shared on the UNIQLO web, social media, and online platforms.
The campaign will be aired throughout the month of September and a second wave is planned for November 2017.
