Campaign Objectives & Challenges

GU - UNIQLO's sister brand - wanted to increase sales and brand awareness during Chinese New Year, China's biggest celebration. But they face heavy competition from other fast fashion retailers like Zara, H&M and others.

Insights, Strategy & Idea

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 and reunite only once every year, during Chinese New Year.

During this festival, it's a tradition to wear new clothes to welcome the new year. GU - UNIQLO's sister brand - saw an opportunity to leverage on this occasion to bring them closer and increase their brand love with their consumers.

We created Care Label - redesigned GU clothes' care labels with personal and caring messages. Each Care Label symbol was crafted with heartfelt messages that'll always be by your side. The clothes with GU Care Label were given a personal touch and became heartwarming reminders from their loved ones, no matter the distance.

Execution & Implementation