In order to revitalize depressed SPA market, we brought male at their twenty and thirty, who suffer from strict dress regulation in the Confucian culture to mind. We created three episodes with a spirit of resistance against existing rules by using an insight of their discomfort by wearing a suit pants. Throughout the campaign, we had sympathy and got the positive reaction from the target audience.

The first episode of office worker was released on UNIQLO’s official account on Facebook and Youtube on March 21 and then college students and doctors’ episodes were released. In the beginning, there were no media plans other than publishing it to Uniqlo’s own SNS account. However, many people commented that they would like to watch it on TVC so that we were able to air four times for TVC.

As of April 18, UNIQLO Facebook and YouTube accounts have reached approximately 1.2 million views, and the number of shares in their accounts has recorded about 1,500. In the market, the first week of April single item sales topped 10,000 records in a week. In addition, it was introduced in various online pages and marketing, fashion, and trend magazine as 'the most interesting brand film of the year'.