| BY Ricki Green |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. 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. 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. “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. 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.