For their launch into Canada, global fashion retailer Uniqlo chose to highlight and celebrate Toronto’s multiculturalism and diversity as the focus of their debut campaign, relying on myself and other unique voices to help them tell their story.

Client: Uniqlo
Website: uniqlo.com
Services: Storytelling

Uncommon Thread

For their launch into Canada, Uniqlo opted to embrace the rich cultural tapestry that is so emblematic of Toronto’s culture. I was one of the individuals selected to help Uniqlo show the diversity, inclusivity, and beauty within Canada. The multimedia advertising campaign included print, billboards, transit takeovers, streetcar wraps, social media, digital, and more.

Q + A

The booklet below, distributed at the opening of their first Toronto location, features a playful question and answer series to get to know the unique personalities of the cast. “What’s your trusty dance move?” they asked me. “Hip roll,” I responded.
“Typically, when Uniqlo enters new markets they simply say they are from Tokyo. But Torontonians are from everywhere, so that message wouldn’t create any buzz. To make Uniqlo resonate with multicultural Canadians, we showed how the brand could bring people together.”
–Sabrina De Luca, producer

Promtional video produced by Uniqlo Canada: