MUJI Corporate Advertising—“Pleasant, Somehow”

The theme for MUJI’s 2020 corporate advertising is “Cleaning.” Always aiming to provide simpler and more comfortable lives, MUJI, through its products, is itself a form of cleaning, so to speak. We compiled a collection of different examples of cleaning from all over the world into a video to create a message that presents MUJI’s idea of cleaning to the world. The utilized visuals are featured in main store visuals, magazine advertisements, and newspaper advertisements.

This a collection of footage featuring examples of cleaning collected from all over the world was broadcast as 30-second clips all over Japan, with a different version prepared for each station. The MUJI logo appears only at the end of the video. And on a special website, five 60-second videos were released one by one, each appearing after two weeks.

We designed and edited a 504-page photobook featuring 16 categories of cleaning activities from all over the world, such as “wipe,” “scrub,” and “remove.” The purpose is not to cover cleaning in some exhaustive sense, but for the audience to consider this mysterious activity and ponder why we humans have been cleaning since ancient times.

We also designed and built a special website. After watching the five main videos, visitors to the site can also enjoy detailed videos about the individual acts of cleaning that make up each video.