Uniqlo Cannes Lions 2010 / T-shirt Concept Entry

Project: T-Shirt concept and design for the Uniqlo Cannes Lions 2010 competition

My Roles: Concept (with João Cavalcanti), Design, Illustration

The Uniqlo Cannes Lions 2010 competition’s theme was “Inspiration”. Here’s our concept:

If we talk about artists When we talk about artists, like painters, poets and musicians, inspiration usually comes from a feeling. That’s what moves them to create, to throw it out of the chest. In theory, they don’t have any intention besides expressing their feelings. They make it into any kind of art. It’s genuine, it comes from the heart.

With ad professionals, that’s not exactly how it happens. Creative advertisers/designers cannot depend on inspiration. They’re trained to come up with creative ideas, whether they’re inspired or not. They have to use technique, to follow a brief and a brand’s identity to achieve a pre-determined objective. It does take a lot of heart, but, in fact, the ideas come from their trained brain.

For the Uniqlo Cannes Lions 2010 competition we ironically replaced the heart for a brain.