With the launch of their global flagship store on 5th Avenue and 53rd street, UNIQLO has embarked on one of the most aggressive Celebrity Endorsement Campaigns in recent history. In the $10-$15 million dollar endeavor, nineteen celebrities, athlete and local "heroes" have come together in a touching array living epitaphs told by each celebrity – pointing out subtly what makes each person unique – not in how they dress, but in what they do.
It's an aggressive undertaking with seemless integration by aligning the the messaging of the brand, "Made for All," to the talent's individual stories. The campaign can be seen on subway posters, print ads and online. On a side note, the on-line site is really something to check out – intriguing stories from interesting "celebrities" that every New Yorker should know. From the UNIQLO Website:
"The cast members include celebrities, professional athletes and community heroes that UNIQLO believes exemplify the Made For All philosophy in their own daily lives. Made For All is the UNIQLO brand philosophy that encapsulates the company’s vision of providing basic clothing that is made for all people regardless of age, gender, race or any other category. The UNIQLO cast is an important part of the marketing campaign currently in progress and building excitement for the opening of the two new global flagship locations that will be the two largest for the brand in the world."
For no other reason than to see more of UNIQLO''s marketing, I hope they open more stores in the states. The campaign is true and believable and by association makes their clothes most desirable.
Included in the Campaign:
Greg Breinberg – Director of PS22 Chorus
David Chang – Owner and chef of Momofuku
Darren Criss – Musician and actor
Shayna Crowell – Chief Happiness Agent at Charity Water
Joshua David – Co-Founder of the Friends of the High Line
Vera Fabian – Edible Schoolyard Manager
Lorraine Gordon – Founder of the Village Vanguard
Joe Hall – Founder of Ghetto Film School
Robert Hammond – Co-Founder of the Friends of the High Line
Paloma Herrera – Principal Dancer American Ballet Theater
David Karp – Founder and CEO of Tumblr
Laura Linney – Actor
John Leguizamo – Actor and comedian
Carlos Mendes – Soccer defender on the New York Red Bulls
Suchin Pak – Co-Founder of the Hester Street Fair
Lili Salmeron – Community Liaison of NMCIR
Susan Sarandon – Mother, actor and activist
Esperanza Spalding – Jazz musician and singer
Yoshi – Blogger The Adventures of Yoshi