For Uniqlo’s collaboration with contemporary pop artist KAWS, YummyColours was tasked with steering the creative to develop a visually active partnership. The direction would need to translate to a consistent in-store and OOH experience for consumers, while maintaining the distinct aesthetic of each brand.
Creative Direction: YummyColours
Photography: Matt Jones, Bec Lorrimer
Production: Alexandra Fletcher
For the launch of Uniqlo x KAWS, YummyColours creative directed an integrated campaign including an out-of-home guerilla poster project and a takeover of Uniqlo’s Fifth Avenue Flagship. As an extension of the visual campaign, KAWS designed additional creative that fully wrapped the exterior of the flagship location; a 9x13 lenticular was installed above the store’s entrance; OOH bus shelter campaign advertising was implemented across the city; a digital campaign was launched that activated social with the dedicated creative content; and an exclusive in-store glass room was constructed to house the collection, distinguishing the Uniqlo x KAWS collaboration within an experiential shop-in-shop.
Campaign Art Direction
Out of Home Campaign