Sales of UNIQLO’s Heattech had plateaued since many people had at least one.

We therefore embarked on a campaign that offering free 100,000 Heattech to people all over the country. To extend the campaign we selected six regions that endure harsh winters.

The time-lapse, fixed-camera footage - taken over a month to encapsulate the working lives of people as they toil in freezing conditions - was uploaded to the web. Accompanying the footage was a facility for posting encouraging comments via social networking to these hard working.

As a result, we pushed sales 120%over the previous year and succeeded in revitalizing Heattech.