Uniqlo wanted to increase awareness of their new Dry Mesh T-Shirts, part of the new Uniqlo Innovation Project (UIP). Firstborn, the agency, had to do something big for the Japanese clothing brand to stand out from the chaos of online fashion and social media. The explicit goal of the project was to build national awareness of the Uniqlo brand and highlight their new line of Dry Mesh T-Shirts by using Pinterest.