1000heads and UNIQLO deliver activation for UT sub-brand
1000heads – a social transformation organisation – helped deliver an activation that promoted UNIQLO’s “UT sub-brand of graphic t-shirts”.
The announcement:
To promote the UNIQLO UT sub-brand of graphic t-shirts, created in collaboration with renowned brands and designers, the Social Transformation Company, 1000heads executed a dynamic Uniqlo UT Experience at Pitt Street Mall in Sydney last Friday.
This event boldly showcased the diverse UT range through an engaging and interactive activation. The UNIQLO UT range of t-shirts champions culture and individuality, fusing fashion, art, music, and self-expression. The key message is clear: UT empowers consumers to unapologetically showcase their interests and personality through fashion choices.
The activation, branded ‘UTGO,’ featured a three-phase approach, incorporating a physical installation as well as digital and social components, offering participants the chance to take a personality quiz that pinpointed their ideal UT T-shirt. Through this ‘WHAT UT RU’ virtual experience, they received a voucher for a free UT t-shirt, redeemable at UNIQLO Mid City, Sydney. To generate more awareness around the collection, UNIQLO also launched a social competition using an AR filter. By sharing their best “WHAT UT RU” selfies participants could win one of two $500 UNIQLO vouchers.
On the event day, 1000 t-shirts were distributed, and an impressive array of UT t-shirts was displayed, highlighting some of the most popular brand collaborations.
Daniel Koublachvili – 1000heads creative technology director, said: “The UNIQLO UT activation seamlessly blends our technology and creative expertise with a fun personality quiz that matches participants with their ideal UT t-shirt, creating a personalised connection to the brand. It’s an immersive experience that encourages self-expression while showcasing the diverse UT range. We’re proud to partner with UNIQLO to bring this vibrant event to life and celebrate individuality.
Molly Condon – Uniqlo campaign marketing manager said: “We partnered with 1000Heads to create UT GO, an innovative and engaging experience that perfectly embodied the spirit of Uniqlo’s UT graphic tee collection. Their team developed a unique activation that not only showcased Uniqlo’s diverse UT collections but also gave attendees a personalized connection to the brand through interactive quizzes and AR experiences. The event attracted a new, younger audience, aligning with our goal of growing UT brand awareness and celebrating individual expression through fashion. It was a pleasure to collaborative with such a passionate and creative team, and their work truly helped elevate UT in the eyes of Australian customers.”
CREDITS
Social Transformation and Creative Agency: 1000heads
Fiona Harris – general manager
Mark Lloyd – group account director
Lena Habkouk – head of client growth
Daniel Koublachvili – creative technology director
Luke Stevenson – technical director
Simran Lala – senior account executive
Noah Melamed – junior technologist
Derek Tran – junior technologist
Joshua Wong – designer
Jessica Cassiano – senior social executive
Set builders: Alchemy Co Set Builder
Charlie McDonald – logistics manager
Emily Lloyd – project manager
Anthony Shone – production manager
UNIQLO
Molly Condon – campaign marketing manager
Sherry Li – head of marketing and PR
Source: Ryancap
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