Cannes Lions
THE STRIPPERS, Tokyo / UNIQLO / 2013
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Sales of UNIQLO’s Heattech had plateaued since many people had at least one.
We therefore embarked on a campaign that offering free 100,000 Heattech to people all over the country. To extend the campaign we selected six regions that endure harsh winters.
The time-lapse, fixed-camera footage - taken over a month to encapsulate the working lives of people as they toil in freezing conditions - was uploaded to the web. Accompanying the footage was a facility for posting encouraging comments via social networking to these hard working.
As a result, we pushed sales 120%over the previous year and succeeded in revitalizing Heattech.
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