Uniqlo lucky switch

Is there any brand doing digital better than Uniqlo?

I doubt it.

So much of what they do isn't really all that clever.

But at the same time it's always really clever.

I have no idea at all how the creative people came up with this idea but I wish I did.

Because I'm sick and tired of so called digital creatives who seem to think that designing a bloody website is a big digital idea.