Uniqlo Design & Branding UNIQLO STORMS PINTEREST by Firstborn

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Industry Clothing
Media Design & Branding
Market United States
Agency Firstborn
Released April 2013


Cannes Lions 2013
Design Lions Online Digital Design Gold

Credits & Description

Type of entry: Digital Design
Category: Online Digital Design
Advertiser: UNIQLO
Product/Service: UNIQLO DRY MESH
Agency: FIRSTBORN New York, USA

Agency: (Firstborn)
Agency: (Dentsu)

Brief Explanation
UNIQLO wanted to increase awareness of their new Dry Mesh T-Shirts, part of the new UNIQLO Innovation Project (UIP). We had to do something big for the Japanese clothing brand to stand out from the chaos of online fashion and social media.

Describe the brief from the client
The explicit goal of the project was to build national awareness of the UNIQLO brand and highlight their new line of Dry Mesh T-Shirts by using Pinterest. They wanted this done in an interesting way, but did not want to spend any money on paid media.

Design Process
Together with UNIQLO we created the first-ever branded mosaics on Pinterest. As users scrolled through Pinterest public feeds, giant blocks of images appeared. The image blocks created an impossible to miss, branded mosaic. As users continued to scroll, the branded images seemed to animate. To reach active, on-the-go consumers, the guerilla campaign targeted five categories.
Extensive R&D ensured the images would appear in one group. To evade Pinterest's detection algorithms, we set up over 100 shell accounts
which were later switched to UNIQLO branded accounts. Our employees simultaneously pinned pre-selected images to successfully free users from the monotony of Pinterest scrolling.

The campaign was extremely well received across the web, earning international press coverage across industries, including Creativity Pick of The Day, Mashable, Business Insider, Simply Zesty, Complex and HypeBeast, among others. With a strong team effort, the UNIQLO Dry Mesh Project on Pinterest brought attention to the new product with an experience as innovative as the product itself.