Ultra Light Down Retail Campaign

Award-winning retail campaign for astonishing new fabric technology.

Uniqlo asked us to help promote their new Ultra Light Down range by producing and designing a large scale window campaign across all Uniqlo stores. Our concept was to create a buzz and curiosity surrounding the extra light outerwear, by physically make the jackets float and move.

To convey a sense of their astonishing lightness we took the brief literally and focused on physically demonstrating the material’s lightness. The jackets float and move – almost as though they had a life of their own.

We built bespoke fan-enclosing plinths that inflated and deflated jackets in strange and amusing ways. Callouts drew further attention to the 199 gram weight and campaign graphics and Ultra Light Down fabric gently drifted in the excess breeze of the fans.

Shoppers loved the curious, eye-catching theatrics that demonstrated the lightness of the jackets.

The campaign received two awards from Marketing Magazine Retail Design awards.