Brand Proposition | Copy Development | Art Direction | Photo Shoot | Social Content
Background
HEATTECH is an icon in Uniqlo’s lineup. It has been a household staple for over two decades.
However, as time passes, it risks fading into the background and becoming just another piece of clothing in the drawer.
In fact, HEATTECH has already developed three product lines, each tailored for different temperatures and occasions.
Challenge
How do we shift HEATTECH from a winter-only layer to a year-round necessity?
How can we increase the visibility of HEATTECH, the inner layer of clothing, among our target audience?
The truth: most people already own HEATTECH, but they only reach for it when they venture outside on cold days. They don’t realize that there are more occasions when they can also wear HEATTECH.
Strategy
Instead of pushing more product, we’re pushing movement—get outside, get active, and let HEATTECH do what it does best.
The Idea
“No matter the temperature, no matter where you are —
HEATTECH keeps you warm.”
Execution
As winter loomed, we launched a social-led creative campaign for HEATTECH.
Street snap portraits showcase people from all walks of life engaging in various outdoor activities.
Each image depicts a different occasion that aligns with one of the three specific HEATTECH products, helping consumers make informed choices.
“The concept: the more you move, the warmer you get, thanks to HEATTECH’s innovative technology. ”
Social-led Creative
In a world where staying warm is just the beginning, our social-led campaign for HEATTECH aimed to transform the mundane into moments of warmth and connection.
Distributed across Facebook and Instagram at the right time for the right audience, our creative assets not only showcased clothing but also conveyed compelling narratives.
Through feeds, stories, and Reels, we showcased a diverse cast of individuals, each living their unique "HEATTECH moment." These narratives illustrated that HEATTECH is more than just a fabric; it embraces a lifestyle where warmth and comfort are central to every experience.
