UNIQLO
Helping people to find the perfect t-shirt for their mood
We brought neuroscience to the world of retail and challenged shoppers to shop with their heads instead of their hearts. What we’re wearing speaks volumes about how we’re feeling. So to illustrate how UNIQLO has Australia’s largest range of t-shirts, we created a piece of tech that analysed shoppers’ brainwaves to match a t-shirt to their current mood.
My Role
Senior Art Director
Company
Isobar
Responsibility
Concept
Art Direction
User Experience Design
Acknowledgements
Marguerite Maloney (Designer)
Tom Wilson (Developer)
Oh Yeah Wow (Video Production)
Case Study
A world first
Collaborating with Melbourne University’s neuroscience department, UNIQLO shoppers were fitted with a headset that read their brainwaves. A custom-built algorithm analysed responses to video stimuli to identify their current mood and recommend a selection of suitable t-shirts. We monitored their brain activity as they viewed the results to determine which t-shirt they liked the most.
For everyone
For those not able to take part in the activation, we integrated the technology into UNIQLO.com and Instagram and supported the campaign with social content, blogger outreach, and digital and out-of-home media.
Promotion
Working with Oh Yeah Wow we created a promotional video starring comedian Benjamin Law. The video sees Ben showing off the Uniqlo t-shirts, as he walks the streets of Fitzroy and his mood changes. The loverly Benjamin also helped to launch the activation in-store.
The Results
20+ million impressions in earned media worth $1.1 million
2+ million social media impressions
Built UNIQLO's position as a global retail innovation leader
Adweek digital campaign of the year winner.