UNIQLO HEATTECH
2022AW GLOBAL CAMPAIGN

ISSUE & APPROACH

Promoting originality and creating a fresh demand

Since its launch, UNIQLO's HEATTECH, jointly developed with Toray Industries, Inc., has become an indispensable wardrobe staple around the world due to its uniquely lightweight insulating qualities. Now that HEATTECH has reached mass recognition and similar inferior products are popping up in the market, the campaign was launched to promote UNIQLO's original ideas and draw focus to the brand’s fashion innovation once again.

To break through the image of HEATTECH items as just innerwear, we devised a creative plan to show that HEATTECH can also be a key fashion item. By styling HEATTECH garments as everyday fashion staples and creating an image that updates the products’ image, the campaign aims to stimulate a fresh perspective and new demand.

CAMPAIGN CONCEPT

Body heat meets fashion fire

HEATTECH has grown to be recognized worldwide for its inimitable warmth and comfort. The tagline "THE HEAT GOES ON" was developed to emphasize that HEATTECH is not only excellent innerwear but also functions as long-wearing fashion items. The campaign was based on the physical "heat" that HEATTECH creates, and the conceptual energy created in each person when truly enjoying fashion. The campaign also captures a mood of joy and excitement after the coronavirus epidemic.

KEY VISUAL

Key visuals to level up HEATTECH styling

The key visuals used in various global advertisements, in stores and online, show HEATTECH in its newly released colors and materials. With options in waffle, cotton, and ribbed fabrics, each new product variation suggests endless opportunities to create combinations with other fashion items. The styling of the HEATTECH, which "does not look like innerwear" even when worn alone, also presents HEATTECH as a new fashion staple. With art direction that took the iconic HEATTECH logo and made it three-dimensional, the designers have created a warm and welcoming image that embraces the opportunity for lively fashion enjoyment in winter.

MOVIE

UNIQLO’s unique technology embraced through heartfelt storytelling

For this campaign, we created two videos that emphasize UNIQLO’s products and their commitment to technological innovation in fashion. We worked closely with the client to extend beyond communicating the product’s functionality, but also to create content that would warm the hearts of viewers and leave a lasting impression. We created a series of movies based on genuine everyday moments that clearly show HEATTECH's thin, light, moisture-absorbing, and stretchy qualities for comfort, as well as its longevity as a well-crafted fashion staple that can be worn year after year.

The first movie features HEATTECH's well-balanced qualities of being "light, comfortable and warm.” In an endearing scene in which a model tries to locate the owner of a balloon that has flown away, the film emphasizes HEATTECH's comfort and warmth through the light movements of the model and her exuberant expression. The heartwarming video depicts a "small miracle" in an ordinary moment, wearing stylish everyday HEATTECH garments.

PLAY

English ver.

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Japanese ver.

The second video highlights the newly released HEATTECH Extra Warm Cotton products. The video depicts an everyday scene from dressing up to going out and the comfort and happiness of being wrapped in the warmest and softest cotton possible. These products are especially targeted at consumers in Western Europe and the U.S., where natural materials are preferred.

PLAY

English ver.

PLAY

Japanese ver.