Founded in Japan, Uniqlo is a clothing manufacturing company with a reputation for high-quality and moderately-priced clothes. Since its launch in Canada, it has been gaining momentum but lacks brand recognition, which is partly because of the brand’s anonymity compared to typical label-oriented fashion brands.
This campaign capitalizes on Uniqlo’s anonymity, making it its strength. The close-up imagery and tagline emotionally connect with viewers with the concept that wearers are more than a brand and the stereotypes addressed to them—whether it be about beauty, gender, race, or religion.
This is a student project for my Marketing Design course intended to promote Uniqlo Canada.
This is an experiential component of the campaign located at Uniqlo’s largest Canadian location. Using tablets, customers can compose their thoughts on stereotypes that will project on a wall for all to see. When participants enter the enclosed space, they can view videos of spoken word performances regarding social labels.
