I Don’t Understand Uniqlock

Please someone for the love of god explain this campaign to me? It just won the Cyber and Titanium Grand Prix at the Cannes festival and I do not understand why.

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Head of Social Media at Walgreens. Interactive marketer, innovator, boat rocker, continuous learner, movie lover, risk taker, dad and all around good guy. I'm always up for a spirited conversation. These are my thoughts and ramblings, not those of my employer.
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