Japanese lifestyle brand MUJI unveils first above the line campaign in Australia via Communicado

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.

Drawing on MUJI’s philosophy of thoughtful, purposeful design, the campaign demonstrates to Aussies how well-made everyday products naturally enhance daily life through their practical, simple quality.

The platform comes from the insight that the things we use the most, we actually think about the least. However, it’s these everyday things that often shape how life feels.

At the heart of the platform is MUJI’s belief that life is shaped in the everyday, so their stores offer quality everyday goods from clothing, homewares and bedding to skincare, home fragrance 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.’ uses reportage style photography, so that products are always in the context of everyday moments. The full campaign rolls out across large format and proximity OOH, social video and in-store formats 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 campaign follows major renovations to their existing stores and precedes the opening of a new flagship store In the heart of Melbourne in 2028.

Founded in 1980, MUJI comes from the Japanese ‘Mujirushi Ryohin,’ meaning ‘no brand quality goods’, initially a response to the hyper-consumerism of Japan in the 1980s. This philosophy has guided MUJI’s approach of simplicity and purpose, creating products that are characterised by a simple aesthetic and minimal packaging, demonstrating a long-standing commitment to manufacturing products that minimise waste with an emphasis on longevity. MUJI opened its first Australian store 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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