Japanese fashion chain Uniqlo is promoting its “ultralight” winter collection with “ultralight tweets.” Just as soon as users log on with their Twitter ID, the tweets being followed by other users are seen being carried through the air by little (tweeting) birds symbolizing these followers. The more followers a tweet has, the more birds there are to carry it and the lighter it will become – as visualized in a Uniqlo ad, which finds a tweet to be “pretty light” or – from a certain number of followers – even “ultralight.”

Daniele Fiandaca: “Uniqlo have been the masters of digital design since Uniqlock hit the world and they have done it again with yet
another extremely simple but visually striking and extremely playful twitter mash-up. Very cool.”