Brief

Raise awareness of UNIQLO in Australia by positioning the brand as a global fashion innovator and the home of T-shirts.
 

Solution

With over 600 different T-shirt designs available at Uniqlo, the experience of shopping can be overwhelming. Our solution was UMood, an in-store neural experience that reads customers' emotions and recommends T-shirts to perfectly suit their mood. Customers were fitted with a neuro-headset that read their brainwaves while they were viewing stimuli designed to elicit different responses from joy, anger, tranquil to excited. Their neurological responses to each video are analysed by a custom-built algorithm to identify their current mood and recommend the perfect T-shirt. The activation was so successful that it has been adopted in Uniqlo stores throughout Asia.

We also created a stop-motion video that brought this concept to life featuring ambassador Ben Law which was featured on the activation and on Uniqlo's social channels. 

Awards
Adnews - Digital Campaign of the year 2015
AMES - Gold - Data & Analytics: Innovative Use of Data Technology 2016

UMood Creative Team
Senior Art Director : Holly Langford
Senior Copywriter : Michael Punton
Designer : Marguerite Maloney
Developer : Tom Wilson
Motion : OhYeahWow