UNIQLO
The Ask
The selfie is the most selfish format on earth. UNIQLO wanted generosity. Flip it. Make the selfie something you give.
Unconventional Wisdom
“We’re more than a holiday selfie. We’re giving, made in three dimensions.”
The strategic turn that unlocked the program
Made
- The Selfless Selfie Project The activation: yourself in three dimensions, made to give away.
- The Selfless Studio In-store capture turning a store visit into a shareable act.
- The world’s first 3D selfie The gift itself: you, printed, given.
- The exhibit Over 600 customers’ selfies on display through the holiday season, in four stores across the world: New York, London, Tokyo among them.
- The homecoming When the season ended, every selfie was gifted to its person, at an event in their own store.
- The campaign, in three dimensions Social before: applying to join. Social during: the experience. Social after: influencers sharing the selfies they received.
Exceptional Outcomes
Engagement detail
The selfie is the most selfish format on earth. UNIQLO wanted generosity: flip it, make the selfie something you give. Makeable’s experiential engagement answered with selfless selfies made in three dimensions: a holiday retail activation, timed to the season of giving and built into UNIQLO’s holiday giving campaign, that turned the world’s most self-directed behavior into a gift and a store visit into a shareable act. Holiday experiential marketing for global fashion brands is where Makeable’s Experiences & Activations and Campaigns & Social practices meet: physical experience engineered to produce social content, seasonal campaign mechanics that pull people back into the store, and a brand’s giving story made literal.
Part of Makeable’s Experiences & Activations practice, New York.