Lucky Line

Insight

The magic of waiting in line for a must-have clothing drop is dying in the age of the internet.

Idea

A virtual line on Uniqlo's website.

Execution

A virtual waiting line that users can join by interacting on social media, earning discounts and being part of something unexpected.

Notes

I just love the design. Turning Uniqlo into a rollercoaster tycoon/Habbo hotel is really cute and fun.