We were looking to raise awareness of a new line of clothing — UIP (UNIQLO Innovation Project). Specifically, we were tasked with showing off a colorful line of Dry Mesh T-Shirts. The Dry Mesh product wicks moisture away from the skin and keeps you cool when it's hot outside. The goal was simply to do something buzzy on a small budget. We joke that the brief was "Use Pinterest. Win in Cannes." Well, we're 50% there.

Launch the campaign
Published
August 2013
Topics

The Story

We were looking to raise awareness of a new line of clothing — UIP (UNIQLO Innovation Project). Specifically, we were tasked with showing off a colorful line of Dry Mesh T-Shirts. The Dry Mesh product wicks moisture away from the skin and keeps you cool when it's hot outside. The goal was simply to do something buzzy on a small budget. We joke that the brief was "Use Pinterest. Win in Cannes." Well, we're 50% there.

The idea stemmed from a simple observation I had at the office: when people browse Pinterest, they turn into zombies... scrolling zombies, void of emotion. We saw this as a great opportunity and honed in on it. We wanted to wake users from what we saw as their "scrolling slumber". It was only a matter of time before we realized we could make really tall images... over 8,000 pixels tall. That's when the fun began.

The Technology

  •  

    Web/Apps

    HTML5

    Chrome

    Adobe After Effects

    Adobe Photoshop

The Results

With $0 dollars in paid media, we earned over 55 million impressions and the campaign was picked up by over 64 different media outlets, all in the first five days. It took off because the concept was so simple and visuals were so beautiful. The idea was genuinely rooted in an insight based on a common user behavior (blank looks and repetitive scrolling). It didn't take too much tech, but it did take some good old-fashioned human power and some clever tech sleuthing. A lot of people said we hacked the system, which isn't really true. We did, however, game the system. And we like that.

324

total hours spent on this project

104

pinterest accounts created

22

test runs

Launch Date 25 June 2012