UNIQLO
Japanese fashion brand UNIQLO has unveiled its latest PUFFTECH jacket range with an activation in Sydney’s Martin Place, executed by Social Transformation Agency 1000heads.
Early this month, the immersive exhibition transformed a CBD landmark into a brand experience with LED displays showcasing PUFFTECH jackets floating through virtual clouds.
Visitors engaged with the PUFFTECH through three zones:
- Feel: Get hands-on with PUFFTECH’s ultra-fine, air-trapping fibres and experience its unmatched comfort and warmth.
- Learn: Explore the jacket’s six key features, discover the science behind its insulation, and gain styling inspiration.
- Play: Step into a dreamlike, cloud-filled photo moment and enter to win exciting prizes by sharing the experience on social media.
Visitors had the chance to receive a PUFFTECH jacket, and those who shared their PLAY zone photo on Instagram Stories—tagging @uniqloau—were entered into a draw to win a $1,000 UNIQLO voucher.
1000heads also partnered with UNIQLO to develop scroll-stopping social content that built awareness for PUFFTECH.
Australian landmarks like the Sydney Harbour Bridge and Flinders Street Station were visually “wrapped” in PUFFTECH.
1000heads also created custom content for UNIQLO’s influencer partners — including whimsical, sky-floating visuals that brought PUFFTECH’s lightness to life.
1000heads group account director Mark Lloyd said the PUFFTECH campaign blended cutting-edge digital and AI innovation with a tactile brand experience that educated and inspired UNIQLO’s customers.
"This campaign was a powerful example of 1000heads’ multi-pronged approach—keeping social at our core while pushing the boundaries of tech innovation," Lloyd said.
Uniqlo campaign marketing manager James Chan said 1000heads brought the PUFFTECH campaign to life seamlessly — from concept to consumer.
"The response was incredible, and visitors loved the immersive experience," Chan said.
"It was a unique and exciting way to showcase our latest innovation, while giving people the chance to truly learn about PUFFTECH’s technology in an engaging setting."
CREDITS
Social Transformation and Creative Agency: 1000heads
Fiona Harris – General Manager
Mark Lloyd – Group Account Director
Daniel Koublachvili – Creative Technology Director
Luke Stevenson – Technical Director
Javier de Guzman - Account Manager
Ameer Mohsin - Studio Manager
Christel Chong - Senior Creative
Wendy Huynh - Senior Designer
Roheeth Jayakumar - Videographer
Desmond Tan - Animator
Brad Healy - Motion Designer
Set builders: Alchemy Co Set Builder
Charlie McDonald - Logistics Manager
Emily Lloyd - Project Manager
Anthony Shone - Production Manager
UNIQLO
Sherry Li – Head of Marketing and PR
James Chan - Campaign Marketing Manager
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