In 2017 we celebrated working for UNIQLO for two years. Conceiving and designing the launch campaign for the opening of the first UNIQLO store in Brussels was the perfect way to extend the festivities!

Our launch campaign tagline ‘Essentially You’ enabled the brand to combine and communicate both the cosmopolitan character of Brussels and the characteristics of the UNIQLO LifeWear collection, focusing on all essentials for the contemporary man and woman.

Once again, carefully selected local LifeWear ambassadors stood front and centre in an inspirational campaign that was rolled out on a multitude of outdoor media, print, social media and online on uniqlo.be.

Much like in our highly successful Antwerp store launch campaign, each ambassador spoke to a non-exclusive target audience while adding his/her own unique personality to the mix: From the legendary radio personality and DJ Lefto, the talented young artist Cash or the charming proprietors of the Chyl restaurant and store... each represented what was essentially them, and essentially Brussels.

Due to practical reasons an indoor shoot was requested so we had to come up with a creative idea to bring the unique atmosphere of the city into the studio: A visual concept with panels containing images of personal favourite spots of the brand ambassadors were set up to create a unique décor with the city of Brussels as a deconstructed backdrop.