Project Background
To create a campaign that includes advertisementand a pop-up store for UNIQLO, advocating for
Sustainable Development Goal (SDG) number 12: Responsible Consumption and Production.
Sustainable Development Goal (SDG) number 12: Responsible Consumption and Production.
Through this campaign, people would learn about UNIQLO’s sustainability efforts, as well as SDG 12.
SDG 12: Responsible Consumption & Production
Ensures sustainable consumption and production patterns, which is key to sustain the livelihoods of current and future generations.
Location: Marina Square Linkbridge Atrium
Level: 2
Dimensions: 14M x 6M/ 84 SQM/ 904 SQFT
Reason: Marina Square is a shopping mall that families frequented, hence this campaign helps to educate and encourage more youths to be more sustainable.
Objective
To educate youths aged 15-25 about UNIQLO’s sustainability efforts through Social Media Marketing and physical experience like a pop-up store, encouraging them to recycle their unwanted or secondhand clothes, causing them to be more responsible and conscious when purchasing any form of clothing.
These Instagram posts act as a prompt to encourage viewers to head down to the pop-up store in
Marina Square, as well as help to spread awareness of the existence of the pop-up store campaign event to others through the word of mouth.
I took inspiration for the pop-up store's colour scheme from UNIQLO's Green Doraemon.
Using green instead of Doraemon's signature blue hue, UNIQLO called the character
"Doraemon Sustainability Mode" for the promotional campaign.
Through this pop-up store, visitors can get a sneak peek at how UNIQLO creates its shirts by participating in the sustainable shirt-making workshop. Additionally, this pop-up store aims to inform visitors about UNIQLO's sustainability initiatives and Sustainability Development Goal 12.
