Campaign details
Brand: GU FashionAgency: dentsumcgarrybowen China
Campaign Summary
In 2017, 287 million people from all over China migrated to big cities for bigger opportunities. But in pursuit of a better future, they are separated from their loved ones.
GU - UNIQLO's sister brand - saw an opportunity to close the distance between them when they're apart, and increase their brand love with their consumers.
In China, it's a gesture of love and care to buy clothes for loved ones, especially when the loved one is traveling far from home. So we personalized this behavior and redesigned...