Uniqlo’s Effect on Interactive
The following is an excerpt from an article about the implications of Uniqlo’s win at Cannes. The site has definitely raised awareness of how creative and compelling Interactive can be. Maybe even set the bar for what we as marketers and advertisers need to deliver. I am not ready to start saying anything about paradigms shifting simply because this thing “interactive” has been around for a while, is evolving and this is merely a great step for the award and the reasons above.
Whatever you call it—online, interactive, viral, 360, or cyber—a new advertising paradigm has finally come of age after years of empty hype and broken promises.
“TV used to be the sun and all other mediums were merely satellites around it,” said David Lubars, chief creative officer at BBDO New York, which was named the agency of the year. But this year’s festival represented the first true global validation of the power of interactive work, he added.
“TV is still the only place where you can get 70 million eyeballs on an ad,” Lubars said, “but now, if your message is engaging enough, you can get people to voluntarily spend 10, 20, 30 minutes, totally engaged with a brand.”
- From “Interactive Advertising’s Coming Out Party” Portfolio Magazine
- If you are not familiar with the site/work. You can see it here or read about it in Adweek here.
- More Uniqlo? Here’s a site on bra tops and one on t-shirts.
