Dani Galindo – Art Director & Creative Strategist

En Mexico con UNIQLO

This project served as a cornerstone of the Art Director’s curriculum within the MS in Global Strategic Communication program at Florida International University and Miami Ad School. Collaborating alongside Ivette Lopez (CW), Oriana Polito (AD), and Alexa Vasquez (Strategist), we collectively applied our expertise to strategically navigate the project’s objectives. In my role as one of the Art Directors, I took on the design of player uniforms, and apparel line tailored for Copa America Championship fans, and crafted engaging social media content.

This project was all about strategy. It entailed the introduction of a global brand into a new market, leveraging insights derived from an analysis of Hofstede’s cultural dimensions.

Hofstede’s cultural dimensions framework provides a comprehensive model for understanding cultural differences across societies. The dimensions include Power Distance, which measures the extent to which less powerful members of a society accept and expect unequal distribution of power; Individualism vs. Collectivism, which assesses the degree to which individuals prioritize personal goals over group goals; Masculinity vs. Femininity, examining the distribution of roles between genders and the emphasis on assertiveness versus nurturing; Uncertainty Avoidance, which gauges the level of tolerance for ambiguity and uncertainty within a culture; Long-Term Orientation vs. Short-Term Orientation, focusing on whether a society values long-term traditions and values or short-term results and gratification; and Indulgence vs. Restraint, which evaluates the extent to which a society allows free gratification of basic and natural human drives related to enjoying life and having fun.

For this project, we are
focusing on two dimensions of the mexican culture.

Uncertainty Avoidance

82%

Collectivism

91%

CHALLENGE

Earn the trust of a community-oriented market that has a very low tolerance for
the unknown and the uncertain, which can prevent a new brand like Uniqlo to successfully penetrate the new market.

STRATEGY

To bring Uniqlo to Mexico City, we will focus on building a relationship with Mexican consumers by embracing one of their most prized traditions: and by becoming the official sponsor of the National Mexican Soccer Team.

Soccer’s ability to unite people in a shared passion creates a sense of community and belonging to a whole country.

How?

Shared Identity

When individuals feel part of a community, they are more likely to trust each other and feel a sense of collective responsibility. This shared identity can mitigate the fear of trying something new or unfamiliar, such as embracing a new brand.

Emotional Connection

Soccer often evokes strong emotions and passion among fans. By associating a brand with these emotions and the sense of belonging that comes from being part of the soccer community, individuals may feel more emotionally connected to the brand, making them more willing to take a risk and try it out.

Social Proof

Seeing others within the community accept and embrace something, such as a new brand associated with soccer, can provide social proof and reduce the perceived risk of trying it themselves. If others in the soccer community are supportive of the brand, individuals may be more inclined to follow suit.

Collective Experience

Engaging in collective experiences, such as watching soccer matches or attending games together, can create bonds among individuals. These bonds can lead to a sense of trust and solidarity, which can extend to the brands associated with the communal experience
of soccer within society.

GET

Millennials and Gen Z mexican consumers.

TO

Adopt Uniqlo as a beloved and trusted brand and establish a strong brand presence in the market.

BY

Aligning Uniqlo’s messaging with the values of teamwork and national pride, and strategic integration of branding during Copa America matches, alongside collaborations with Mexican soccer stars and fan communities.