How to sell perfection without pride?

By firmly rooting the brand in its values.

Being truly Japanese, UNIQLO refused to brag about their perfectly engineered clothes.

So we didn’t.

Instead, we created a series of clever app and activation ideas embodying their LifeWear™ range, to generate intimate relevancy with Londoners. 

Using a lifestyle based comms strategy, I generated multiple ideas by studying these ‘meta-urbanites’ to make UNIQLO a functional part of their daily life.