For the 2015 launch of UNIQLO HeatTech, we developed “Cold Switch”—an on-ground and online activation platform that invited influencers to do what they’re known for… but now in extreme cold. The idea was simple: keep their identity, switch the environment. HeatTech does the rest.
From a yoga instructor moving her practice from a warm studio to the snowy peaks of Taiwan, to food-blogging couples enjoying a tasting menu amid Hokkaido’s winter snowfall, to an Australian surf traveler attempting snowboarding in Korea for the very first time, each activation demonstrated how HeatTech empowers people to pursue their passions—no matter the temperature.
