project
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Inviting all UT fans in Taiwan to collaboratively create a music video.
brand
UNIQLO TAIWAN
year
2024
background
With the rise of fast fashion, T-shirts have become ubiquitous and oversaturated. Even the most meaningful T-shirts have gradually devolved into ordinary graphic tees in the eyes of the public. Nowadays, wearing a T-shirt has lost the sense of pride associated with a love for culture.
insight
Once, wearing a UT was a source of great pride. The designs on the T-shirts were not merely inspired by classic cultures from around the world, but also represented a manifestation of self-identity. However, as numerous brands began to launch graphic T-shirts, wearing them gradually became commonplace and lost its essence. This time, we aim to rekindle the sense of pride in consumers wearing UTs and win their favor once again!
concept
In Taiwan, there exists a group of consumers who have always held a deep affection for UT. We must unite this unwavering passion and permeate this strength into the hearts of consumers throughout Taiwan.
idea
execution
We invite the talented singer Wu Zhuoyuan, who shares the same passion for UT, along with UT's dedicated fans from all over Taiwan, to collaboratively create a stop-motion music video that will once again showcase the charm of UT throughout the island!
1. Song Creation: Invite Wu Zhuoyuan to compose the song "WITH UT," with each verse representing a classic culture.
2. Action Design: We create a classic movement for each culture and divide all movements into 1,600 individual frames.
3. Call for Participation: Internet users can simply select their desired scene through the website and take a photo with their mobile phones to become a part of the music video.
We will take all the collected photos, remove the backgrounds, connect them, and edit them into a frame-by-frame music video showcasing the entire island.
Over a thousand UT fans from various regions in Taiwan participated voluntarily. Three weeks after the event went live, the "WITH UT" music video has achieved 3.7 million views.
