Marketing Campaign
Objective
Create a three stage advertising campaign for your client Muji, to increase awareness amongst Canadian audiences of their brand and their line of kitchen appliances designed by Naoto Kukasawa. Stage 1 print media a billboard or bus shelter ad, stage 2 experiential and stage 3 online ads. Focus on developing an overall concept that will be used in each phase of the campaign that will resonate with your target audience on an emotional level.
Phase One
Solution
Design a minimal bus shelter ad for Muji which is in-line with their aesthetics such as “no-branding” through typography and colour. Gain consumers ages 25-40 years old interest by creating a theme that centers on the headline “it’s not rocket science” which appeals to their environmental concerns. The concept encourages consumers to adapt better habits by no longer purchasing disposable coffee cups, but to simply use the Coffee and Tea Maker to save on how much plastic cups go to the landfill.
Duration: 4 Weeks
Phase Two
Solution
Offer consumers the opportunity to view, sample and test out Muji and Fukasawa’s kitchen appliances at a pop-up art gallery celebrating the collaboration between the partners. Guest can see Fukasawa’s designs up close and touch the art. During the event consumers can learn more about the messaging behind the Muji ads while enjoying food and beverages made from the appliances. The main colour palette is black, white and grey which is minimal and elegant. The short headlines along with the colour palette are aspects that represent Muji’s simplistic branding well.
Duration: 4 Weeks
Phase Three
Solution
A series of online banners developed by rearranging ad components including type size, positioning and cropping imagery while maintaining the overall look of the campaign. The “Learn More” button is a call to action that will lead viewers to the Muji kitchen appliance page or directly to the Coffee and Tea Maker.
