Uniqlo sets up immersive activation for new Pufftech jacket range, via 1000 Heads
Uniqlo delivered an activation in Sydney’s Martin Place for its Pufftech jacket range, via 1000 Heads.
The announcement:
Japanese fashion brand UNIQLO is unveiling its latest innovation, the PUFFTECH jacket range, with an exclusive, one-of-a-kind activation in Sydney’s Martin Place: the PUFFTECH Insulated by Air Exhibition, executed by Social Transformation Agency 1000heads.
Early this month, the immersive exhibition transformed a bustling CBD landmark into a dynamic brand experience. Striking LED displays showcased PUFFTECH jackets floating through virtual clouds—a bold visual metaphor for the collection’s ultra-lightweight warmth and cutting-edge insulation technology.
An Interactive Experience in Three Zones
Visitors engaged with the PUFFTECH innovation through three uniquely curated 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. Iconic Australian landmarks like the Sydney Harbour Bridge and Flinders Street Station were visually “wrapped” in PUFFTECH to spark curiosity and drive engagement ahead of the activation. In addition, 1000heads created custom content for UNIQLO’s influencer partners — including whimsical, sky-floating visuals that brought PUFFTECH’s lightness to life. These videos resonated strongly with each creator’s audience, generating excitement and further reach.
A Continued Collaboration with 1000heads
The PUFFTECH Insulated by Air Exhibition marks another standout partnership between UNIQLO and 1000heads, following the successful UNIQLO UT Experience at Pitt Street Mall last year. That activation showcased the brand’s UT sub-line of graphic T-shirts, developed in collaboration with renowned artists, designers, and pop culture icons.
Mark Lloyd – 1000heads group account director, said: “The PUFFTECH campaign seamlessly 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.”
James Chan – Uniqlo campaign marketing manager said: “1000heads brought the PUFFTECH campaign to life seamlessly — from concept to consumer. The response was incredible, and visitors loved the immersive experience. 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
Source: RyanCap
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