Global fashion retailer Uniqlo launched in Toronto back in 2016. And while some Canadians are aware of the brand from their travels abroad, its presence in Canada was low. So to introduce itself, Uniqlo paid tribute to the country’s most iconic garments – the flannel shirt.

The brand opened a completely empty store, and left it to Canadians to fill. Visitors received a Uniqlo flannel shirt and were given a choice: they could keep the shirt, or hang it up on the wall for a new Canadian. Not surprisingly, 97% of Canadians decided to give up their shirt for a new Canadian.

The campaign, by Rethink, reached over 3.8 million through media picking up the film that documented the stunt, and Uniqlo picked up a Bronze Original Idea for the campaign at the SIAs.