Relatable Singaporean situation

Industry: Clothing and Apparel

Objective: Promote Uniqlo AIRism and communicate how AIRism cooling technology helps Singaporean consumers’ battle the local heat

Approach: We featured AIRism in a relatable way by using the stereotype that Singaporean men usually get all their clothes from Uniqlo

Social: Meme (Facebook, Instagram)

The meme generated awareness of almost 2 Million people during its campaign period