So, after doing our creative pitch for Cuties, we were assigned the job of devloping a creative campaign for the company Uniqlo based on another groups creative brief presentation. Bascially what they said is that the target market ranges from college aged kids to early professionals. They are "scared of their closet" and tend to pick the same "uniform" when it comes to activites. Our group came up with some really good ideas in my opinoin.
The big idea we came up with was "Uniqlo conquers the closet." We thought this was appropate because it is branded close the insights that were uncovered by the creative breif that people are afraid of their closet when trying to pick out an outfit. They tend to settle to conservative clothing that they have always seemd as safe. We want Uniqlo to dominant the closet and conquer the owners fear of looking for an outfit for that date he has coming up, or for other similar situations.
One of our favorite ideas that we came up with was a TV/YouTube commercial. The commercial would include a real life situation where a Uniqlo rep finds a guy or girl on the street asks them to describe why they are wearing what they are wearing. It on instance, for example, a guy would say "Oh I am wearing these jeans and sweater because I am going to meet up with a girl for drink and don't know what else to wear." Then the Uniqlo representative would offer them a chance to look inside a "Uniqlo" closet to change his wardrobe. Then it would skip forward tot he guy leaving the closet with a whole new outfit feeling cool and confident. We think this ties directly into the big idea of Uniqlo conquering the dear of closets because it shows an individual from the target market explaining he is wearing what he is wearing just because he knows it is "safe." But then it shows him after having a Uniqlo experience leaving the scene cool, calm, collected, and confident. And (alliteration aside) those four feelings demonstrate how Uniqlo can conquer that afraid of the closet feeling.
