Challenge: To create a branding platform that promotes both Japan and Uniqlo on a global scale. Insight: 1. We feel the weather and season from the scenery, and the act of selecting clothes is related to those feelings. 2. Japan’s changing seasons and urban/rural landscapes have global appeal. Execution: UNIQLO CALENDAR. An online daily calendar with a weather report that presents a miniaturised version of Japan. Each season we went on a mission to capture the dynamism of Japan by spending months travelling and filming, using tilt-shift and time-lapse techniques. As of April 2010, it covered all four seasons, featuring scenes from over 210 locations in Japan. By clicking the video, it breaks into mosaic tiles of items that links to an online store. Results: Over 230 million views in 217 countries (in 9 months since its launch).