UNIQLO wanted to launch its customisable t-shirt app UTme! in time for Singapore’s 50th anniversary celebrations. But with virtually every brand in Singapore planning their own SG50-themed campaigns, how do we get people to care about ours? By bringing uniquely Singaporean stories to life on UNIQLO tees and creating a cool way for people to discover them. We collaborated with over 50 local artists, businesses and personalities to tell their stories on UNIQLO tees. Then we mapped them in the streets they were born with Google Street View.
AWARDS
MARKIES 2016 / GOLD / BEST IDEA FOR RETAIL
MARKIES 2016 / GOLD / BEST IDEA FOR RETAIL
UNIQLO STREET TALES MICROSITE
We created a website for people to explore the streets of Singapore and find stories told on UNIQLO tees in Google Street View. They could also key in their postal code and find a story near them.
We created a website for people to explore the streets of Singapore and find stories told on UNIQLO tees in Google Street View. They could also key in their postal code and find a story near them.
UNIQLO STREET TALES STORE LAUNCH
For the launch of the campaign, a special t-shirt installation was created to showcase all the uniquely Singaporean stories told on UTme! tees. Our partners and collaborators were invited to check out the tees on display, or print their own with the UTme! machine. My story 'Long Hair Served Last' was featured too!
For the launch of the campaign, a special t-shirt installation was created to showcase all the uniquely Singaporean stories told on UTme! tees. Our partners and collaborators were invited to check out the tees on display, or print their own with the UTme! machine. My story 'Long Hair Served Last' was featured too!
PRESS MENTIONS
