To migrate Gen-Z creatives into the Adobe platforms, especially Adobe Express and Photoshop.

THE ASK

The “Warm Welcome” & “Helping Carry the Load” campaign is a full-circle experience that emphasizes the importance of supporting refugees and sharing their voices, stories and art. This campaign focuses on creation, community and how when we work together listen to the stories of our peers and immerse ourselves in art we make the future better as a whole.

A Campaign by Natalie Wylie, Alanna O'Reilly, and Ishaan Bhasin

ADOBE

There's an artist in everyone

Concept & Key Messages

NO BAG DAY

Highlighting the struggles of refugees forced to leave their country, we decided not to offer bags for one day. This prompted customers to buy only what they could carry in their hands, sparking conversations about the weight one bears without proper support.

While working behind the scenes, we issued a call for submissions for our "Warm Welcome" holiday campaign, focusing on the stories and art of refugees in Canada. The initiative sought designs inspired by these experiences, with four chosen designs. This opportunity was exclusively available to UNIQLO employees, and the selected employees were awarded a $500 education or housing grant.

CALL FOR SUBmission

TOTE BAG

REVEAL

The tote bag featured the artist's artwork on one side and highlighted the cause it supported on the other. For instance, a tote bag designed by UNIQLO employee Tony Wuchnich, a refugee from the Middle East, contributed to funding Saif's ticket from Bangladesh. Each bag included a tag with the designer's story.

We curated a local Holiday Thrift Market, offering a selection of UNIQLO warehouse items. With each bag purchase, customers received an additional UNIQLO bag to send to a refugee in need. The market featured local refugee vendors selling gifts and treats crafted by refugees in the Greater Toronto area.

HOLIDAY THIRFT MARKET

UNIQLO's campaign centred on its employees, successfully engaging and incentivizing them, while fostering community connections and traditions. It adeptly addressed both in-store and online shoppers, aligning seamlessly with UNIQLO's "Simple Made Better" manifesto. As the campaign concluded, it resolved UNIQLO's challenges by creating a warmer world with more art and voices being heard.