Client: Uniqlo
Date: Mar 2016
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Fast Retailing’s Creative President, John Jay, said, ‘London is a very important market for any global retail business. It is the most diverse city in the world which makes it a creative and cultural utopia and we want to celebrate this and be part of it.’

The campaign, called This Way to Utopia, is a celebration of the vibrant cultural scene in London. It was conceived and produced by Faster Horses, a creative partnership founded by award-winning creative directors Sam Walker and Joe De Souza, and will include a roadblock TV ad and Oxford Street takeover.

Sam Walker of Faster Horses said: ‘It’s exciting to work on a great brand that’s not afraid to keep moving, evolving and challenging perceptions.’

The TV advertisement will air on 13 March, taking over a two-and-a-half-minute break during ‘Indian Summer’ on Channel 4. Bold and stylised, the film features some of the UK’s best young contemporary dancers, shot beautifully against unexpected locations around London. The choreographer was Lukas McFarlane, who won Sky 1’s ‘Got to Dance’ TV dance competition. The soundtrack is 'Madeleine' by Konstantin Sibold.

The out of home campaign will feature six cultural ambassadors, chosen by UNIQLO and reflecting the outstanding creativity, positivity and diversity of London in 2016 - all shot by world-class photographer, Rankin.


Creative Director: Sam Walker, Joe De Souza

Additional Credits: Production Company: Riff Raff

Director: Sam Walker

Producer: Gwilym Gwillim

Executive Producer: Matthew Fone

Director of Photography: Stephen Keith Roach

Editor: Joe Guest @ Final Cut

Post Production: Envy

Sound Design: Envy

Music: Madeleine by Konstantin Sibold

Photographer: Rankin

Print Producer: Helen Archer

Typography/Design: Tom Probert @ The Cabinet

Mural Illustrator: Jean Jullien

Digital Agency: Graphite

PR Agency: Exposure