Award Case Study: 1000heads for UNIQLO

It was a hot campaign that turned heads. Mumbrella’s 2020 CommsCon Awards jury said 1000heads' campaign for UNIQLO "managed to turn a product into an experience that people got instant gratification from", while also generating social assets and driving people to stores. This is 1000heads' entry below, along with the judging criteria utilised to award it Best Use of Technology in a Campaign.

UNIQLO is a fashion retailer driven by innovation, and HEATTECH is UNIQLO’s thin, comfortable thermal range. Traditionally, thermals are worn for extreme weather or outdoor activity - they’re rarely worn under everyday clothes, so fundamental to the Australian strategy is driving relevancy and encouraging trial.