Japanese life-style model MUJI unveils first above the road marketing campaign in Australia by way of Communicado – Campaign Brief

Japanese life-style retailer MUJI has launched its first above-the-line marketing campaign in Australia by means of Communicado, introducing the model to a wider viewers with the platform, ‘Born in Japan. For a life of quality’.

The marketing campaign follows Communicado’s appointment to the account after a aggressive company pitch earlier this 12 months.

Drawing on MUJI’s philosophy of considerate, purposeful design, the marketing campaign demonstrates to Aussies how well-made on a regular basis merchandise naturally improve each day life by means of their sensible, easy high quality.

The platform comes from the perception that the issues we use essentially the most, we really take into consideration the least. However, it’s these on a regular basis issues that usually form how life feels.

At the guts of the platform is MUJI’s perception that life is formed within the on a regular basis, so their shops supply high quality on a regular basis items from clothes, homewares and bedding to skincare, house perfume and stationery.

“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,” says MUJI Marketing & PR Manager Mae Mizuno Li. “We’re excited to introduce more Australians to the MUJI way of living.”

Creatively, ‘Born in Japan. For a life of quality.’ makes use of reportage fashion pictures, in order that merchandise are at all times within the context of on a regular basis moments. The full marketing campaign rolls out throughout giant format and proximity OOH, social video and in-store codecs from August.

“Understanding the history, philosophy and culture of MUJI was integral to introducing the brand to the Australian market,” says Chris Buchanan, Associate Creative Director at Communicado.

“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 marketing campaign follows main renovations to their present shops and precedes the opening of a brand new flagship retailer In the guts of Melbourne in 2028.

Founded in 1980, MUJI comes from the Japanese ‘Mujirushi Ryohin,’ that means ‘no brand quality goods’, initially a response to the hyper-consumerism of Japan within the Eighties. This philosophy has guided MUJI’s strategy of simplicity and goal, creating merchandise which are characterised by a easy aesthetic and minimal packaging, demonstrating a long-standing dedication to manufacturing merchandise that minimise waste with an emphasis on longevity. MUJI opened its first Australian retailer in 2010.

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

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