Uniqlo
From Japan to Australia
Paper Stone Scissors led the creative direction for the Australian launch of global fashion retailer UNIQLO, with dual objectives to build brand awareness and introduce consumers to the brand’s unique LifeWear philosophy.
The launch campaign featured locally relevant ambassadors who personified an ‘Australian attitude’ and aligned with Uniqlo’s ‘LifeWear’ philosophy.
The campaign’s casual, affable delivery across all available platforms and channels resonated strongly with the Australian market, making it one of the most successful ‘new market’ launches in Uniqlo’s history, propelling rapid expansion from Sydney to Brisbane and Melbourne and cementing Uniqlo as a household name nationwide.
