To celebrate Singapore’s SG50 milestone, UNIQLO launched UTme!, its customisable T-shirt printing service, with a campaign that honoured the richness of the nation’s creative and cultural landscape. For this special edition, UNIQLO collaborated with homegrown artists, illustrators, and local brands to create Street Tales—a collection of designs inspired by Singapore’s iconic streets, beloved neighbourhoods, and the everyday stories that shape life on the island.
Each artwork became a wearable expression of local pride, capturing everything from hawker-centre nostalgia and HDB playground heritage to neighbourhood rituals and subcultures. At the Bugis+ store, customers could instantly print these artist designs—or re-mix, resize, and personalise them through UTme!—transforming the act of T-shirt printing into a creative tribute to Singapore’s 50 years of independence.
To extend the experience beyond the store, we built a digital platform that used the Google Maps API to map each artwork back to its real-world inspiration. This allowed users to explore the stories geographically—walking through Singapore’s streets online and discovering the cultural moments behind every design. The result was a seamless digital-physical journey that celebrated creativity, community, and national identity.
Apart from the organize PR buzz, this campaign also won Gold in the 2016 Markies for Best Idea For Retail.
