Uniqlo unveiled its PuffTech jacket range with an activation in Sydney’s Martin Place, executed by 1000heads.
The PuffTech Insulated by Air Exhibition was an immersive exhibition that transformed a bustling CBD landmark into a dynamic brand experience.
The Japanese fashion brand used LED displays to showcase PuffTech jackets floating through virtual clouds—a bold visual metaphor for the collection’s ultra-lightweight warmth and cutting-edge insulation technology.
Uniqlo’s interactive experience
Earlier this month, exhibition visitors engaged with the PuffTech innovation through three uniquely curated zones; Feel – getting hands-on with the fine, air-trapping fibres that create comfort and warmth, Learn – understanding the six key features and science behind its insulation, and discovering styling inspiration. Rounding the experience was a fun cloud-filled photo opportunity to share on social media.
Visitors had the chance to receive a PuffTech jacket, and those who shared their PLAY zone photo on Instagram Stories and were entered into a draw to win a $1,000 UNIQLO voucher.
The social transformation agency 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.
Exhibition visitors engaged with the PuffTech innovation through uniquely curated zones. Tahe experience was rounded out by a fun cloud-filled photo opportunity to share on social media.
Continued collaboration with 1000heads
The PuffTech Insulated by Air Exhibition marks another standout partnership between UNIQLO and 1000heads, following the successful UniqloUT 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.
“The PuffTech campaign seamlessly blended cutting-edge digital and AI innovation with a tactile brand experience that educated and inspired Uniqlo’s customers,” Mark Lloyd – 1000heads group account director, said.
“This campaign was a powerful example of 1000heads’ multi-pronged approach—keeping social at our core while pushing the boundaries of tech innovation,” he added.
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.”
James Chan: ‘1000heads brought the PuffTech campaign to life seamlessly — from concept to consumer. The response was incredible, and visitors loved the immersive experience.’
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