GU Care Label

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Bel x Dentsu Beijing  

GU, a sister brand of UNIQLO, is a fast-fashion retailer that produces affordable and trendy clothes. They wanted to increase sales and brand awareness during the biggest Chinese festival, Chinese New Year. Every Chinese New Year, billions of people travel home to reunite with families. But reunions are short, and families are separated apart again after that. How can we keep them close, even when they’re apart?


In China, millions of people from rural areas migrate to big cities in search of bigger job opportunities. But in pursuit of a better future, they are separated from their loved ones.
We saw an opportunity to close the distance between them.

We redesigned GU clothes’ care labels and gave them a personal touch with caring messages. Each Care Label symbol was crafted with heartfelt messages that’ll always be by your side. The clothes with GU Care Label became heartwarming reminders from their loved ones, no matter the distance.

Transforming engagement​​​​​​​ 
GU successfully created a brand new way of communication to tie people together through heart. The campaign received compliments from customers of all ages. 114% increase in visitors; 138% increase in sales; 176MM online impressions.







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