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Uniqlo Berlin Global Tug of War Concept


Uniqlo was opening a new flagship store in Berlin and wanted to promote it worldwide.


A real life robot tug of war in the new Berlin store that is powered by tweets. Every hour the robots play against each other for a particular piece of apparel to go on sale worldwide for the next hour.


Part one—real robots inside the flagship Berlin store playing tug of war.
Part two—people watching live online and tweeting to power the Robot that they want to win the flash sale battle.
Part three—people watching and voting live through rich media banner ads.

Project Details

Client: Spec Uniqlo Concept

Role: Creative Art Director / Designer / Writer

Partners: None

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