Producer: Full Service, Inc. Agency: Leo Burnett Photography: Saty and Pratha Casting: Lorde Inc.
To launch the very first Uniqlo stores in Canada, Lorde Inc. spearheaded the casting direction for the inaugural campaign. For two weeks Lorde Inc. street-scouted across the city of Toronto looking for the most unique personalities and distinct characters that truly reflect the diversity of the country. Their team of experienced casting agents selected individuals from their database of thousands of previously scouted talent, as well as street- scouted in the time leading up to the shoot. They then hosted a full service live casting, narrowing down 500 people to 20 individuals.
The campaign included striking faces as well as the city’s most influential people such as artist Maria Qamar aka Hate Copy and Phil Villeneuve aka Dancing Phil.
Once launched, all components of the campaign were rolled out over two weeks and distributed nationally across all media, from OOH to print. You could not go anywhere in the country without seeing their casting direction.