Monday, October 20, 2008


Thanks to Ken Eklund, whom I met at The Conversation, for telling me about this. Ken's a fascinating guy to talk to, and the inventor of the popular Alternative Reality Game, A World Without Oil.

Unicloq is a Japanese clothing company that wanted more brand recognition. So they got some creatives to design a brilliant viral marketing campaign: a clock with four Japanese girls (wearing Uniqlo's clothing, presumably) dancing in an unknown location for 5 seconds, and then pausing to return to the clock. With catchy music. Oh, at midnight Japanese time, the four girls sleep for an hour.

I cannot explain why—perhaps it is because these four girls inhabit an ethereal world untethered to anything specific in space or time—but this is positively riveting. It's like a real-life incarnation of Gibson's Pattern Recognition.

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