UNIQLO launches its first worldwide creative brand campaign

3 years ago
UNIQLO life wear

UNIQLO life wear
The Science of LifeWear brand film launched today in Japanese

(marketingmagazine.com.my) –UNIQLO launched a new creative brand campaign to be introduced worldwide, a first for the company.

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 marks UNIQLO’s next step in becoming 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.

Sharing more on the campaign, 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.

“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,” Jay said.

The Science of LifeWear launches across Japan Aug. 15, to be followed by other UNIQLO markets worldwide.

The product films focus on one core UNIQLO line each: Jeans, Joggers, Knit, Ultra-Light Down and HEATTECH. The campaign timing coincides with the release of the UNIQLO 2016 Fall/Winter LifeWear book.

View the campaign’s brand video below:


The 5th Malaysian Chief Marketing Officers (CMO) Conference is a full day journey into the minds of some of the sharpest and most inspiring minds in the business.

The market is in a state of flux. Media fragmentation has gone wild. Digital is exciting but also a minefield if handled wrong. Marketers need stamina, focus and a scalable approach to strategies. ROI has never been more confusing.

Hear from these dynamic and feisty brand leaders on how they are facing the New Realities:

• Loh Keh Jiat – CMO, Digi Telecommunications Sdn Bhd
• Raja Teh Maimunah Raja Abdul Aziz – MD & CEO, Hong Leong Islamic Bank Berhad
• Sulin Lau – Head of Marketing Services, Maxis
• Cyril Dhenaut – Head of Marketing, KFit
• Timothy Johnson – Senior VP of Marketing, INTI International University & Colleges
• Eric Wong – Marketing Director, IBM Malaysia
• Srikanth Ramachandran – Executive Director, Moving Walls
• Spencer Lee – Head of Commercial, AirAsia Berhad
• Bala Pomaleh – CEO, IPG Mediabrands
• Rachel Lim – Co-Founder of Love, Bonito
• Edward Ling – Sales Manager, Waze Malaysia
• Santharuban T. Sundaram – Group Marketing Manager, Etika Holdings (formely Permanis)
• Dato Seri Vida – Founder, Pamoga & Qu Puteh
•Rafiq Razalli – CEO, Media Prima Digital Sdn Bhd

Date: September 6th, 2016 (Tuesday)

Venue: Sime Darby Convention Centre, Jalan Bukit Kiara, Kuala Lumpur.

For details, contact Ruby on 03-77262588, ruby@adoimagazine.com

Download event PDF here

More details www.marketingmagazine.com.my/cmo2016



Malaysian CMO Awards 2019 Open for nominations

Rewarding the Bold & the Brave

Held on the evening of the Conference, this award is to identify talent, transparency, tenacity and a take-charge attitude of deserving marketers. An eminent panel of industry leaders will decide on the winners. There are 30 categories at the Malaysian CMO Awards.

All entries across all 30 categories for the inaugural year is FREE. There is no reason why you should not nominate your pick for each category here.
The Deadline for nomination ends on 25th of October 2019

The 8th Malaysian CMO Conference & Awards

15th November 2019

The Grand Ballroom, Sime Darby Convention Centre, KL.

For further details on the awards, visit:
Awards Nomination Page