UNIQLO is a global brand built on Japanese innovation, simplicity, and functionality, with a strong focus on developing technical apparel that improves everyday life. In Australia, the winter outerwear category is highly competitive and heavily dominated by outdoor and heritage brands. While UNIQLO’s PUFFTECH jacket offers advanced air-insulated technology, its innovation risked being overlooked without a compelling way to translate technical benefits into meaningful consumer understanding.
The objective of the PUFFTECH campaign was to position UNIQLO’s innovative PUFFTECH technology as a breakthrough in warmth, comfort, and lightness, while elevating the brand’s cultural relevance within Australia’s competitive winter apparel market.
Our aim was to build strong consumer consideration for PUFFTECH as the must-have winter essential by clearly communicating its unique product benefits and creating a memorable, multi-touchpoint experience that deepened understanding of its performance.
We wanted to create a campaign that highlighted UNIQLO's technology through experiential, shareable brand interactions that blur physical and digital worlds. With social feeds saturated by traditional product messaging, we aimed to create content that felt surprising, culturally playful, and visually striking.
To bring PUFFTECH’s innovative warmth to life, we designed a multi-channel strategy that combined experiential immersion, viral social storytelling, and generative AI-driven creativity. Our goal was to translate the jacket’s air-insulated technology into experiences that audiences could see, feel, and share; building emotional resonance and product understanding simultaneously.
Event & Experiential Strategy
At the heart of the campaign was the Insulated by Air Exhibition, a sensory-led activation crafted to make PUFFTECH’s technology both tangible and memorable. The space invited visitors to move through three distinct zones tailored to different aspects of the product story:
The first 500 attendees for the event were also given a voucher to receive a complimentary PUFFTECH jacket. The attendees would receive this voucher at the activation, and redeem the jacket in-store, driving more foot traffic to the nearby UNIQLO store on Pitt Street.
FOOH Social Content to Build Awareness
To build momentum ahead of launch, we created FOOH social content that reimagined iconic Australian locations—such as the Sydney Harbour Bridge, Flinders Street Station, and the Big Pineapple—wrapped in PUFFTECH material. These surreal, scroll-stopping visuals sparked curiosity and drove conversation across social channels, positioning PUFFTECH at the centre of cultural moments.
Generative AI Strategy
To reinforce UNIQLO’s spirit of innovation, we incorporated generative AI across storytelling touchpoints. The U-AIR influencer series used AI visual effects to simulate a feeling of weightless warmth, allowing creators to appear as though they were floating when wearing PUFFTECH. This not only captured the imagination of viewers but also made the product benefit intuitively understandable—transforming warmth into a shareable visual metaphor.
Generative AI was also used within the activation itself. A unique blend of AI-generated animations mixed with video editing played on the event’s giant screen, depicting a PUFFTECH jacket drifting through clouds. This cinematic visual acted as both an ambient backdrop and a dynamic attractor for foot traffic, anchoring the experience in the world of air, softness, and innovation.
Together, these strategies created a cohesive ecosystem of touchpoints—physical, digital, and AI-powered—each reinforcing PUFFTECH’s promise of innovative warmth while ensuring the campaign resonated across culture, community, and commerce.
The PUFFTECH campaign successfully delivered against its objective of driving awareness, engagement, and consideration by translating product innovation into a memorable brand experience.
The work generated 1.3M+ views on FOOH social content, alongside 22K+ engagements, signalling strong interest and interaction. Teaser content for the activation achieved 1,500+ shares, and is one of the most shared content pieces from UNIQLO. The Insulated by Air Exhibition attracted 850+ attendees across two days, validating the activation’s ability to draw foot traffic and deliver hands-on product education.
Beyond immediate performance metrics, the campaign influenced brand behaviour at a global level. The landmark-wrapping concept resonated so strongly that UNIQLO’s global teams adopted the approach, extending it to European landmarks.
Together, these results show the campaign’s effectiveness in improving product understanding, strengthening brand consideration, and creating a scalable experiential model for future markets.
