PARIS, January 22, 2024 – Over the past few weeks, winter has definitely set in, while the snow has also invited itself to the party… The perfect time to warm hearts (and bodies) this winter season.
To highlight its HEATTECH collection of thermal garments, Japanese brand UNIQLO has entrusted The Pill (Creapills’ creative agency) with the creation of its latest offbeat and above all 100% warm campaign.
To coincide with the chilly start to the winter season, UNIQLO took over the Place de la Contrescarpe in the heart of Paris’s 5th arrondissement, with an original dispenser entitled “Hug to Unlock” that quickly caught the eye of passers-by.
What’s so special about this dispenser? Free distribution of products from the HEATTECH range… in exchange for a hug.
With friends, strangers or as a couple, the challenge was to keep warm by hugging each other for as long as possible to raise the dispenser’s gauge. As you can see, the higher the gauge, the higher the level of warmth of the HEATTECH garment unlocked, from standard to extra warm to ultra warm.
An offbeat marketing campaign to promote the HEATTECH range of garments, our best winter allies. Thanks to its thermal technology created 20 years ago, each piece is designed with an innovative, comfortable fabric made with an intelligent fabric that captures water particles released by the body and transforms them into warmth.
UNIQLO has thought of all situations, even the coldest, by designing three variations: HEATTECH (light, thin and warm), HEATTECH EXTRA WARM (1.5 times warmer than standard HEATTECH) and HEATTECH ULTRA WARM (2.5 times warmer than standard HEATTECH).
