Overview

In 2020, UNIQLO celebrated its 10th anniversary since its arrival in Taiwan. This milestone encouraged us to reflect on the memories of life in the past and unite to embrace the challenges of a new post-epidemic daily life. We are committed to moving forward hand in hand with the community, focusing on the immediate future instead of distant dreams. Our goal is to take practical steps for a better tomorrow that's achievable.

• Client: UNIQLO

• My Role

  • Copywriter

    • Slogan: What will you wear for tomorrow?

    • Script and lines

    • Print, digital content, and social media posts

  • Content Strategist

  • Storyteller

• Accomplishments

  • 1 million views of branded videos

  • 1.5 times growth of Taiwan brand UT compared to last year

  • Achieved 10-year highs in gross profit and visitor arrivals

  • Revenue growth of 9.5% (Q1 2021)

Background

UNIQLO believes that life is an ongoing journey and that apparel should also evolve with the times. After a decade in Taiwan, UNIQLO has integrated local life and culture with the concept of LifeWear, aiming to create a better life with the Taiwanese through the influence of clothing.

Throughout these years, UNIQLO has consistently listened and responded to people's expectations for the future, and each voice from the community serves as the driving force that propels us forward.

Stepping into the next decade, UNIQLO makes a commitment to innovate and evolve together with Taiwan, shaping the future of life and creating a better tomorrow for everyone.

Idea

"What will you wear for tomorrow?"

No one should stand still when faced with the ever-changing life of tomorrow.

No one should be seen as limited in their possibilities, regardless of their age, gender, or occupation.

We may have different answers about tomorrow, but we all want a better tomorrow!

UNIQLO supports every future lifer to ask open-ended questions about life,to realize their own answers with a more fearless, more comfortable, and more at ease attitude, and to put on a better look for tomorrow.

Execution

We collaborated with renowned Taiwanese actress Gui Lunmei and rapper DJ Didilong to participate in UNIQLO's 10th anniversary brand campaign. Through multiple interviews and research, we tailored advertisement videos specifically for them, showcasing their most authentic daily lives and the various lifestyles they've achieved with UNIQLO.

In addition to the theme video for this marketing campaign, we also used behind-the-scenes interview videos to convey their feelings about life and their visions for tomorrow. This not only communicates UNIQLO's support for various possibilities of the future to Taiwanese consumers but also establishes the brand's image of authenticity and partnership.

For the first time, UNIQLO has gathered five iconic Taiwanese brands: Gogoro, Tatung, Taiwan Beer, Chun Shui Tang Humanistic Tea House, and Din Tai Fung, to launch a co-branded UT in Taiwan.

We also invite KOLs from four fields, including "cultural observers, students, designers, and housewives," to use Taiwan's creativity to wear tomorrow's attitude toward life.

From the imagination of tomorrow, we organized a variety of online and offline activities for the 10th anniversary, combining with local culture.

Result

What will you wear for tomorrow? | Showcase | UNIQLO

What will you wear for tomorrow? | Gui Lunmei | UNIQLO

What will you wear for tomorrow? | Dj Didilong | UNIQLO

BTS interview | Gui Lunmei | UNIQLO

BTS interview | Dj Didilong | UNIQLO