UNIQLO Australia Launches Science Of Lifewear Creative Brand Campaign

UNIQLO Australia Launches Science Of Lifewear Creative Brand Campaign

UNIQLO Australia today launches its creative brand campaign, following the global reveal. The Science of LifeWear campaign highlights the company’s relentless commitment to quality, functionality and style through LifeWear – innovative high-quality clothing that is universal in design and comfort and made for everyone, everywhere.

The initiative is an important next step for UNIQLO in its ongoing mission to become a truly global and inspirational apparel brand. 

Through a series of brand and product films, plus supporting visual materials, The Science of LifeWear aims to ignite a dialogue on human attitudes toward clothing, observing how people live, behave and interact, asking through the lens of scientific curiosity, “Why do we get dressed?” Filmed in urban settings in Japan to reflect company origins and brand authenticity, the campaign style, tone and messaging all highlight the UNIQLO passion for understanding functional and emotional needs in clothing by people everywhere. 

John C Jay, president of global creative, fast retailing, said, “By producing a global brand message from Japan, we are being authentic to our origin and who we are. We design simple, beautiful, high-quality everyday clothes that become the building blocks of your daily life. We constantly improve our LifeWear to help make your everyday life better. Our endless curiosity to explore the meaning of clothing is at the heart of our new campaign.” 

To develop The Science of LifeWear, UNIQLO partnered with Droga5, an award-winning global advertising agency based in New York City. In 2015 and 2016, the Cannes Lions International Festival of Creativity named Droga5 as Independent Agency of the Year, and it is Advertising Age’s and Creativity Age’s Agency of the Year for 2016.

“The global introduction of the LifeWear concept was a complex task. We needed a special strategic and creative partner who could understand and express the thoughtfulness of our brand and how our philosophy of innovation and ‘simple made better’ could bring the best quality apparel to the largest number of people. As our partner, Droga5 spent significant time with us in Japan and the U.S. to engage with our culture. This first new step for UNIQLO is inspiring,” C Jay said.

The product films focus on one core UNIQLO line each: Jeans, Joggers, Knit, Ultra-Light Down and HEATTECH. The campaign timing coincides with the UNIQLO 2017 Fall/Winter season launch.




Please login with linkedin to comment

facebook update streaming services

Latest News

Nine Appoints Ian De Vlieger As Director Of Enterprise Technology Services
  • Technology

Nine Appoints Ian De Vlieger As Director Of Enterprise Technology Services

Nine has appointed Ian De Vlieger (pictured) as director of enterprise technology services. De Vlieger will join Nine’s technology leadership team and report to chief information and technology officer, Memo Hayek. De Vlieger is a senior IT professional with more than two decades of industry experience and will take on a strategic role at Nine, […]

Network 10 Pays Tribute To “Adored” Presenter Jesse Baird
  • Media

Network 10 Pays Tribute To “Adored” Presenter Jesse Baird

Staff at Network 10 have paid tribute to “adored” presenter and producer Jesse Baird, who is alleged to have been murdered by his ex-boyfriend in Sydney last week. Baird joined Network 10 as a presenter and producer on Totally Wild in 2017. He later went on to host Gamify, before moving into morning TV as […]

QMS Returns To Support Royal Children’s Hospital’s Good Friday Appeal
  • Advertising

QMS Returns To Support Royal Children’s Hospital’s Good Friday Appeal

QMS has renewed its partnership with The Royal Children’s Hospital’s Good Friday Appeal to support the 2024 fundraising campaign in Melbourne. Since 1931, the Good Friday Appeal fundraiser has enabled The Royal Children’s Hospital in Melbourne to provide ground-breaking research, state-of-the-art equipment and technology, and patient and family-centred care programs, attracting and retaining the brightest […]

Rabbitohs Sail Away With P&O Cruises Partnership Extension
  • Marketing

Rabbitohs Sail Away With P&O Cruises Partnership Extension

P&O Cruises Australia has announced the extension of the partnership with the South Sydney Rabbitohs as the Official Membership Partner of the Rabbitohs for the 2024 season. Lead image: Kathryn Robertson & Blake Solly Australia’s favourite cruise line has partnered with the Club in this capacity since 2016 and continues to provide great experiences for […]

Asembl Luanches Golden Gaytimes Inspired Biscuits In Partnership With Griffin’s Marvels
  • Campaigns

Asembl Luanches Golden Gaytimes Inspired Biscuits In Partnership With Griffin’s Marvels

Brand extension agency Asembl has whipped up a wonder in every bite with the partnering of Streets’ Golden Gaytime and Griffin’s Marvels for the first ever Golden Gaytime Inspired Biscuits. Available now from Coles stores nationally and online, the Griffin’s Marvels Golden Gaytime Inspired Biscuits are a wonder in every bite – irresistible Golden Gaytime […]

OPINION: Pronouns In Email Signatures Equivalent To Baking Cupcakes For Pride Bake Sale
  • Opinion

OPINION: Pronouns In Email Signatures Equivalent To Baking Cupcakes For Pride Bake Sale

With Mardi Gras right around the corner, Zoe-Chan-Iverach (centre right), out-of-home producer at oOh!media’s creative and innovation hub POLY explains why diverse leadership is essential for modern businesses and putting pronouns in email signatures simply doesn’t cut the mustard. If you had asked me early in my career what makes a good leader, I would […]

Opinion

by B&T Magazine

B&T Magazine
Spotlight On Sponsors: Backlash As GWS Giants Lock In Major Gambling Sponsor
  • Marketing

Spotlight On Sponsors: Backlash As GWS Giants Lock In Major Gambling Sponsor

In their 12th season in the AFL, the Greater Western Sydney Giants had a solid run through to the finals series. With hopes high, the boys from Western Sydney fell out of the finals at the last moment, losing by just one point to Collingwood. Welcome back to B&T’s Spotlight on Sponsors series, where we unpack […]

Seven Talks Up The Nightly’s “Mainstream Middle” & “Common Sense” Journalism As Boon For Advertisers
  • Media

Seven Talks Up The Nightly’s “Mainstream Middle” & “Common Sense” Journalism As Boon For Advertisers

Launching a new newspaper in 2024 might seem, at first glance, to be a fool’s errand. The industry, and journalism as a whole, is facing several existential crises. However, Seven West Media, believes its new masthead The Nightly could make a difference. Lead image: Anthony De Ceglie, editor-in-chief, The Nightly. The context in which editor-in-chief Anthony […]

Swifties Green With Envy As Jackie O Goes To Eras Tour Not Once, But TWICE
  • Media

Swifties Green With Envy As Jackie O Goes To Eras Tour Not Once, But TWICE

It was a hard weekend for those who failed to secure tickets to Taylor Swift’s Eras tour.  Not only did they miss the biggest event of the decade, but they were also forced to watch glitter-covered Swifties flaunt their Eras Tour t-shirts in their bitter green faces.  But there was someone who had no problem […]

“Twifties” Take To The Sky As Twisties Honour Taylor Swift
  • Campaigns

“Twifties” Take To The Sky As Twisties Honour Taylor Swift

Twisties, soaring high above Crown Sydney, painted the skies with a special tribute to Taylor Swift yesterday afternoon. As Taylor gears up for her highly anticipated Sydney leg of the Australian Eras Tours, Twisties was proud to show its unwavering support in a truly iconic fashion.

Written News Reaches An Incredible 97% Of Australians Aged 14+ Each Month
  • Media

Written News Reaches An Incredible 97% Of Australians Aged 14+ Each Month

Fresh readership figures from Roy Morgan (12 months to December 2023) show written news retaining its broad reach across the country, with 97 per cent (or 21.4M) of Australians aged 14+ consuming news in any given month. The figures reflect the evolving and deepening landscape of news media titles and readership behaviours across print and […]

IAB Study: Online Advertising Spend Reaches $14.7 Billion
  • Advertising

IAB Study: Online Advertising Spend Reaches $14.7 Billion

The Australian online advertising market reached $14.7bn spend for the 2023 calendar year according to data released today in the IAB Australia Online Advertising Expenditure Report (OAER) prepared by PwC Australia. Total advertising expenditure increased 3.7 per cent year-on-year. This was a slowdown from the growth of 9.1 per cent reported in 2022, however, a […]

Hello Social’s FISHER Rework Of ‘JAMMING’ Sends “Bob Marley: One Love” To Number One
  • Campaigns

Hello Social’s FISHER Rework Of ‘JAMMING’ Sends “Bob Marley: One Love” To Number One

To celebrate the launch of BOB MARLEY: ONE LOVE, Grammy-nominated Australian music producer FISHER has put his spin on Bob Marley’s legendary track ‘JAMMING’. The global collaboration was spun up by Australia-integrated agency Hello Social and has already amassed over 5M plays.   View this post on Instagram   A post shared by FISHER (@followthefishtv) […]

UM Drives Off With Media Account For Global Automotive Manufacturer, Chery
  • Advertising

UM Drives Off With Media Account For Global Automotive Manufacturer, Chery

Following a highly contested pitch, media agency UM announces its appointment as media agency of record for global car manufacturer Chery.UM’s remit includes all media strategy, planning and buying in Australia, supporting Chery’s launch of all new vehicle releases in 2024, as the brand establishes its market presence.

HiBob Research: 61% Of Women Would Consider Leaving Their Job Over Wage Gap
  • Marketing

HiBob Research: 61% Of Women Would Consider Leaving Their Job Over Wage Gap

Over half (61 per cent) of Australian women would consider leaving their job if they find out that their organisation has a gender pay gap — regardless of how big the gap is — according to new research by HR tech unicorn HiBob. Surprisingly, 36 per cent of men also express a willingness to leave, […]