CASE STUDY OF

UNIQLO AIRism Global Digital Campaign

ROLE: CREATIVE DIRECTION, COPYWRITING, GRAPHIC DESIGN

DELIVERABLE: FILM, KEY VISUAL

DATE: APR 2021

As part of UNIQLO's AIRism innerwear brand global campaign, monopo was in charge of the campaign production, copywriting, Web CM, and graphics.

Breathable Layers

With global warming through the midst of climate change, heat is one of the hot topics this summer. Yet, the Japanese norm of wearing inner layers to bear the heat has not reached global understanding. Therefore, we introduced the world to UNIQLO’s AIRism—a breathable choice in the sweltering heat.

PUT IT ON. DRY SWEAT OFF.

The ultimate perk of AIRism is how the layer “dries sweat to give a breathable experience”. To challenge the initial instinct that “layering clothes in heat makes you hotter”, we emphasized the discomfort of sweat instead of appealing how cooling this actually is.

One in discomfort, another in comfort

Many struggle with the discomfort sweat and stickiness in those intense heat.
Our CM story goes, amongst the unpleasant crowd struts a woman, who almost seems to be so light and airy as if lifted above ground. Her secret? The AIRism hidden under her shirt. The location, styling, and casting were designed by incorporating the aims of global expansion. Additionally, our planning and directing allowed us to express the contrast between the people through writing, the floating act, and original music composed to gradually evolve to more pleasant sounds.

PLAY

15-second film, Japanese version

PLAY

15-second film, English version

Credits

Client: UNIQLO

Our role: Creative Direction, Copywriting, Graphic Design

THE TEAM

CLIENT: UNIQLO

BRAND: AIRism

Agency + Planning : monopo

Account Executive: Kensuke Tanaka (monopo)

Producer : Clara Blin (monopo)

Creative Director/Planner/Copywriter: Tomoki Inaguma (monopo)

English Copywriter : Aya Apton

Designer : Takayuki Yokoyama (monopo)

Film Production : TOKYO


:

Director: Kazuki Takahashi (TOKYO management)

Cinematographer/Photographer: Daichi Hayashi

Styling: YOSHI MIYAMASU (SIGNO)

Hair&Make: Mizuki Akai

Lighting Director: Haruka Harazawa

Sound Designer: Yuki Ono (Wondrous)

Mixer: Ryuta Aoki (Digital Garden)

Color Grading: Mio Iguchi (Digital Garden)

Offline Editor: Yuma Matsuoka (TAIYOKIKAKU Co.,Ltd.)

Online Editor: Masaya Yoshida

Casting: Jyunko Isogai (The Cast)

Cast: Kyoka Tsukiyama、BEN MW

Production Manager: Leo Otake (TOKYO)

Production Manager: Shun Nishijima (TOKYO)

Producer: Tomoko Morishige (TOKYO)

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