Let’s do some good
For holiday 2014, UNIQLO sought to create an international program to encourage their customers and fans to follow the spirit of their LifeWear brand positioning, which aims to positively impact everyday life.
UNIQLO partnered with Makeable to create a social, digital, and physical program, the UNIQLO Selfless Selfie Project that featured people doing good in everyday life. In New York, London Paris, Berlin and Los Angeles, UNIQLO celebrated the most innovative selfless selfies in a 3DSelfie Exhibition.
How it worked
Starting with a select group of influencers (do-gooders, bloggers, and Uniqlo employees) and quickly expanding to customers and fans, we encouraged people to begin posting selfies with the caption “Hey @UNIQLO, I #GiveMySelfie to ________.” The posts included a visual reference that indicated their unique, everyday “do good” commitment.
From the submitted pledges, Uniqlo selected 150 of the most interesting and unique posts to become part of the physical and digital installation project in each city. This select group had the opportunity to create a one-of-a-kind digital and 3D physical “selfies” to memorialize and empower their “do good” pledge.
Five global flagship stores. Two 3D scanners. 157 UltraLight Down vests.
Ten thousand selfless pledges on Twitter, Instagram and Facebook.
72 simultaneous camera angles. 1200+ action shots. 600+ #3dselfies on display. Thousands of customers at retail. One handstand.