How we made UNIQLO AIRism cool.

UNIQLO asked us to provide promotion management to help raise awareness of their product, AIRism – innerwear that helps keep you cool – to Londoners. As the British tend to remove clothes when it’s hot, not add them, AIRism was new to the UK, and relatively unknown.

UNIQLO created an online campaign centred around commuters, positioning AIRism products as an essential for hot summer journeys. They challenged participants to pack their ideal commuter survival kit, a ‘Qlommuter kit’, comprising of four items (including one from a selection of AIRism products) and enter into a prize draw.