Japanese lifestyle retailer MUJI has launched its first above-the-line campaign in Australia through Communicado, introducing the brand to a wider audience with the platform, ‘Born in Japan. For a life of quality’.
The campaign follows Communicado’s appointment to the account after a competitive agency pitch earlier this year.
MUJI, a Japanese retail brand known for minimalist design, unbranded high-quality goods, and sustainable packaging, currently has six physical stores across New South Wales and Victoria.
Drawing on MUJI’s philosophy of thoughtful, purposeful design, the new campaign demonstrates to Aussies how well-made everyday products naturally enhance daily life through their practical, simple quality.
“Born in Japan. For a life of quality.’ captures the essence of MUJI, bringing together our Japanese heritage, commitment to quality and belief that everyday products should make life better,” sayid MUJI marketing & PR manager Mae Mizuno Li.
“We’re excited to introduce more Australians to the MUJI way of living.”
The creative work uses reportage style photography, so that products are always in the context of everyday moments.
“Understanding the history, philosophy and culture of MUJI was integral to introducing the brand to the Australian market,” associate creative director at Communicado, Chris Buchanan, said.
“There’s a universal feeling of quality when you enter a store, interact with the products, and use them in day-to-day life. So instead of explaining it, we let our observational photography style tell the story and convey that feeling of living the MUJI way every day.”
The full campaign has rolled out across large format and proximity OOH, social video and in-store formats.
Credits:
Client: MUJI Australia
Managing Director: Michio Fukino
General Manager, Marketing and Commercial Strategy: Satoshi Tanabiki
Marketing & PR Manager: Mae Mizuno Li
Digital Marketing Specialist: Mark Then
Retail Marketing Coordinator: Joy Her
Marketing Assistant: Chardae Larkins
Creative Agency: Communicado
Director: Lucy Houldsworth
Executive Creative Director: Annie Price
Associate Creative Directors: Chris Buchanan & Simon Fleming
Integrated Strategist: Daniel Hedger
Senior Strategist Commerce: Emma Minde
Group Account Director: Wil de Souza
Senior Account Manager: Narayanan Subramani
Media Agency: Half Dome
Production: Accordion Productions
Executive Producers: Greg Toolen and Adam Litchfield
Photographer: Sarah Pannell
Videographer: Liam Neal
Editor: Josh Dey
Producer: Elizabeth Rocka
Stills Assistant: Enrico Kasjan
Digital Operator: Andrew Morely
Production Assistant: Mahila Brown
Stylist: Stuart Walford
Stylist Assistant: Milly Wright
Hair and Make-Up: Natalie Burley
