MUJI Corporate Advertising “Like Water, Like Air”

A Universal Landscape of Happiness

We created corporate advertising for MUJI, a brand that offers over 7,500 “no-brand quality goods” as it works toward “a pleasant life and society.”

Now in our 23rd year with MUJI, we chose the theme of hanging laundry out to dry. Science and technology are advancing at a remarkable pace, and the world around us keeps changing. Through it all, MUJI continues to focus on the fundamentals of daily life. To convey this philosophy, we searched for a “universal landscape of human happiness”—one that transcends eras and cultures.

We documented laundry drying in Thailand, India, Italy, Greece, Bulgaria, and Japan. These scenes became in-store wall visuals, posters, movies, and newspaper ads. The campaign celebrates humanity, which has always clothed, fed, and sheltered itself in close contact with water and air. It also expresses MUJI’s wish to be, like water and air, indispensable to everyday life.

Client :

Ryohin Keikaku Co., Ltd.

Year :

2025

Industry :

Culture

Graphics

We photographed freshly washed fabric drying in the sunlight and breeze, gradually absorbing a fragrance that evokes the warmth of sunlight days. From these scenes, we created 12 visuals. The series appears as large-scale wall visuals in MUJI stores across Japan and the world, as well as in posters and newspaper ads.

Movie

We produced 11 movies that quietly capture laundry swaying and fluttering in the wind. Each is set to the voice of Hatis Noit, a Japanese vocalist who gives sound to emotions that exist before words. The movies appeared on digital signage and social media, and as cinema ads in movie theaters across Japan.

Web / App

Alongside the campaign, we created a dedicated website introducing the distinctive features and scenes of laundry drying in six countries. The site opens with a message beginning “Like water, like air.” It also archives the graphics, movies, and newspaper ads, so the campaign’s communication lasts beyond a single moment.