| Title | CARE LABEL |
| Brand | GU FASHION |
| Product / Service | GU |
| Category | B02. Promotional Item Design |
| Entrant | DENTSU SHANGHAI, CHINA |
| Idea Creation | DENTSU SHANGHAI, CHINA |
| Name | Company | Position |
|---|---|---|
| Kazuki Tsuburaku | Beijing Dentsu Advertising | Chief Creative Officer |
| KC Aui | Beijing Dentsu Advertising | Executive Creative Director |
| Hoshino Manabu | Beijing Dentsu Advertising | Senior Creative Director |
| Bel Ong | Beijing Dentsu Advertising | Creative Director |
| Loo Swee Mei | Beijing Dentsu Advertising | Creative Director |
| Andrew Shee | Beijing Dentsu Advertising | Creative Director |
| Zhu Zhi | Beijing Dentsu Advertising | Associate Creative Director |
| Meng Qian | Beijing Dentsu Advertising | Senior Copywriter |
| Eric Pang | Beijing Dentsu Advertising | Senior Art Director |
| Qian Jiaqi | Beijing Dentsu Advertising | Senior Art Director |
| Juan Bai | Beijing Dentsu Advertising | Art Director |
| Kenjiro Sese | Beijing Dentsu Advertising | Planning Director |
| Colrence Liang | Beijing Dentsu Advertising | Editor |
| Taiki Soma | DNA China | Film Director |
| Chow Xin Yi | DNA China | Executive Producer |
In 2017, 287 million people from all over China migrated to big cities for bigger opportunities. But in pursuit of a better future, they are separated from their loved ones and reunite only once every year, during Chinese New Year. During this festival, it’s a tradition to wear new clothes to welcome the new year. GU - UNIQLO's sister brand - saw an opportunity to leverage on this occasion to close the distance between them when they’re apart, and increase their brand love with their consumers.
Care Label - we redesigned GU clothes’ care labels and gave them a personal touch with personalized caring messages. Each Care Label symbol was crafted with heartfelt messages that’ll always be by your side.
Pop-up booths were set up in GU outlets around China, while promoters guided walk-in customers to create their own personalized Care Label, which was sewn on for free with every purchase of GU clothes. The clothes with GU Care Label became heartwarming reminders from their loved ones, no matter the distance. Care Label created an emotional connection with customers, with plans to extend Care Label for more occasions.
Care Label helped increase sales by 138% and in-store visitor flow by 114%. We earned 176 million online impressions for online fashion and news platforms.