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Award: Wood Pencil

Wood Pencil / Art Direction / Art Direction for Mobile Marketing / 2014

To introduce UNIQLO's new LifeWear philosophy – ‘clothes for a better life for everyone’ – we highlighted the link between UNIQLO and everyday life by focusing on food. Many people access food related information online everyday and global trends show a shift away from people preferring formal dining to casual comfort food. Fashion shows an analogous trend, shifting away from high-end looks to casual comfortable styles. To reflect this common tendency, we created UNIQLO RECIPE, a wonderful mix of food, style and music. Collaborating with six chefs, we put together 24 recipes inspired by the LifeWear philosophy. Every dish uses common ingredients and simple cooking techniques, while our chefs also created individual styles to accompany each recipe, highlighting the particular colours and textures of their dish. A unique cooking timer also features, fusing food with music. Apple selected the product in its ‘App Store Best of 2013’ across nine countries, while it also ranked first-placed in the Food & Drink category in 29 countries, including the US.

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