Ultra Light Down Campaign.

Uniqlo

Rosie Lee Creative

Client:
Uniqlo

Uniqlo sought to promote their latest Ultra Light Down range, featuring jackets so lightweight that a women’s large weighed just 199 grams. The brief was to create buzz while conveying the extraordinary lightness of the collection.
           Taking the concept literally, the campaign focused on a physical demonstration of the material’s feather-like weight. Bespoke plinths were designed for Uniqlo stores, equipped with enclosed fans that inflated and deflated the jackets, making them appear to float and move as though alive. Callouts on the plinths highlighted the 199-gram weight, enhancing the effect.
           To complement this, campaign graphics and draped Ultra Light Down fabric subtly swayed in the excess wind from the fans, adding to the ethereal display. The installation drew curiosity, turning shoppers into delighted onlookers and bringing the Ultra Light Down range to life in a tangible and memorable way.first hand, the lightness of the jackets and shoppers loved the curious, eye-catching theatrics.








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