Sam Walker and Joe De Souza, the former group ECDs and partners at Karmarama, have launched a new creative shop called Faster Horses, and this week announced their first major work; an ambitious relaunch campaign for UNIQLO's flagship store. The new agency is designed to help clients find standout creative solutions to business problems. Operating effectively as a lean “bolt-on” creative department, Faster Horses aims to deliver ambitious work for ambitious clients, providing not only creative concepts but creative strategy too. Walker and De Souza are working with a range of partners, including third-party production, design, digital and experiential companies when required, to deliver multi-channel campaigns.
Sam Walker & Joe De Souza
Walker and De Souza, who worked at Fallon prior to their time at Karmarama, said of their new shop: “The ambition for Faster Horses is to be an agile, highly experienced creative resource not just for established brands and agencies but for start-ups, post-production houses, media and PR companies - and anyone else looking to make an impact with exceptional creative work.” The duos most high profile work with Karmarama was the well-received “God Only Knows” film that launched BBC Music last year.
“Faster Horses is an agile, highly experienced creative resource not just for established brands and agencies, but for anyone looking to make an impact with exceptional creative work”
The UNIQLO campaign, called “This Way to Utopia” is a remarkably bold opening gambit for the agency, as besides relaunching the Japanese casual wear brand's flagship Oxford Street store, it also need to underline their ambition for said store to become a cultural hub, which is hopes to achieve through partnerships with the Tate Modern and NTS Radio, as well as a series of exclusive events. The campaign is a celebration of the vibrant cultural scene in London, and will include a roadblock TV ad and Oxford Street takeover.
The TV spot will air on March 13, 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, with choreography by Lukas McFarlane, who won Sky 1’s “Got To Dance” TV dance competition. The OOH 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. The ambassadors are UK grime artist Skepta, Muslim designer/visual artist and blogger Hana Tajima (who produced a well-received collection for Uniqlo last year), transgender model and activist Munroe Bergdorf, filmmaker and visual artist Sean Frank, DJ and record producer Benji B, and Cate Underwood, a successful London-based photographer and model.
“It’s exciting to work on a great brand that’s not afraid to keep moving, evolving and challenging perceptions”
The OOH campaign, meanwhile, will comprise 6-sheet posters running the length of Oxford Street and a takeover of Oxford Circus underground station. This activity was teased by a huge mural outside the 311 store, created by Jean Jullien, the illustrator who created the iconic Paris peace symbol following the recent Bataclan incident. Sam Walker said of the campaign: “It’s exciting to work on a great brand that’s not afraid to keep moving, evolving and challenging perceptions.” John Jay, Creative President of Fast Retailing, the brand's parent company, added: “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.”
As part of their aforementioned partnership with the Tate Modern museum, UNIQLO will be the official sponsor of the Tate Modern’s re-launch weekend in June, and will also be the sponsor of a new Tate Modern event called “Uniqlo Fridays,” a series of late night events at the Tate Modern on the first Friday of every month starting in October. As well as the sponsorship, the Tate Modern will be curating quarterly events in the 311 Oxford Street store. Additionally, the store at 311 Oxford Street will also host monthly events in partnership with East London-based internet radio station NTS, including a summer barbecue on the rooftop. Other monthly cultural events will include a talk from Olympic gold medal-winner Victoria Pendleton, and a yoga morning with Madeleine Shaw, both in April.
