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Special Project

Special Project
From the 9th Annual Shorty Awards

UNIQLO Uncover

Winner in Retail & E-Commerce, Oceania

Audience Honor in Oceania


UNIQLO is an innovative Japanese company that inspires the world to dress casual. Simple apparel with a not-so-simple purpose: to make your life better. Innovation is a fundamental brand value. UNIQLO's President and CEO Tadashi Yanai said "We are not a fashion company. We are a technology company."

At the heart of UNIQLO's LifeWear and HEATTECH proposition are hidden thoughtful details. UNIQLO's HEATTECH range uses technology to create properties to allow your skin to breathe when it's hot and to stay warm when it's cold.

Our objective was to highlight these hidden thoughtful details and to show UNIQLO as a company with innovation at its heart.

Strategy and Execution

We created a world-first campaign and activated in over 100 locations across Australia and online. The campaign utilises fast moving images to deliver a unique product code which is indecipherable to the naked eye. It involved a number of digital billboards installed in high traffic areas near UNIQLO stores across Australia. The billboards flash images at the speed of 20-30 frames per second to create a constantly changing unique code.

Consumers could decipher the unique code by taking a photo of the display unit. Shoppers were then asked to upload the five digit code to the campaign website to redeem for a sample from the HEATTECH clothing range.

Once on the website, consumers were taken through a series of screens to teach them about the benefits of HEATTECH products before displaying a winning page where they won a sample T-Shirt or a voucher code for discount at the online store. This experience was shareable on social to encourage friends to uncover their own unique code through similar YouTube and Facebook videos.

1000heads created a bespoke in-store validation system, to live track and report on vouchers redeemed across Australia.


Online videos were viewed 1.3 million times and over 25,000 people signed up to receive the UNIQLO newsletters.

The campaign reached over four million people, resulting in 35,000 new customers.

Some of UNIQLO's thoughtful details are no longer so hidden…..


Video for UNIQLO Uncover

Entrant Company / Organization Name

1000heads, UNIQLO


Entry Credits