Mitsukoshi Isetan Group Christmas Campaign 2024

The Mitsukoshi Isetan Group is Japan’s largest retail group, comprising 20 department stores throughout the country.

When launching a large-scale campaign across more than 40 domestic and international stores, planning was required to balance creative expression with sustainability. By designing the campaign as a three-year plan, we reduced single-year waste from decorations and packaging materials through planned reuse over three years, while still delighting viewers with annual variations.

Beginning with annual original visuals created by Akira Minagawa of minä perhonen, we expanded into store decorations, packaging and novelty items, concept movies, and interactive content. Through these various touchpoints, we conveyed a warm Christmas world that continues into the future.