GU Fashion: Care Label

GU Fashion, a fashion label, launched a campaign in Shanghai to close the distance between loved ones when they're apart and increase brand love.

Campaign details

Brand: GU FashionAgency: dentsumcgarrybowen China

Campaign Summary

In 2017, 287 million people from all over China migrated to big cities for bigger opportunities. But in pursuit of a better future, they are separated from their loved ones.

GU - UNIQLO's sister brand - saw an opportunity to close the distance between them when they're apart, and increase their brand love with their consumers.

In China, it's a gesture of love and care to buy clothes for loved ones, especially when the loved one is traveling far from home. So we personalized this behavior and redesigned...

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