Uniqlo UK is set to run an interactive competition based on the idea of a missing sheep to celebrate the launch of its 100% Merino sweater campaign.

“A sheep from our flock has gone astray and is gallivanting around London, sending regular tweets that he may venture further afield if the weather’s nice; teasing the remaining flock with pictures of his ventures!,” reads the write-up.

Every morning for two weeks from September 1, consumers will be privy to pictures via Twitter of that stray sheep sighted out and about in London and select other spots around the country.

The mission is to track down the location, take a photo of yourself at the same spot and tweet it back to the brand with the hashtag #haveyouseenoursheep. The most creative are in with a chance of winning a free 100% Merino sweater of their choice.

Be sure to follow the brand on Twitter to participate in the search, as well as visit its Facebook and Tumblr pages for the latest updates.