MUJI Warm Innerwear promotion

We created the visuals and video announcing Warm Innerwear, functional winter underwear made of cotton that absorbs moisture and generates heat. Warm Innerwear is branded Attaka-men in the Japanese market.

T-shirts and other innerwear items are depicted with a gradation of warm colors in order to evoke the natural warmth that gradually spreads throughout the body when using natural material. We gave it clear symbolism that conveys the impression, name, and launch of Warm Innerwear products in 0.1 seconds. We also created a movie in which the items of clothing move in a delightful way. These were shown on the web and social networks, as well as in digital signage on trains and on six screens at Shibuya Crossing in front of the train station.

Warm Innerwear comes in three levels of warmth and a variety of designs. As we gauge the degree to which brand awareness has spread, we are creating and publishing videos that share with customers the appeal of different Warm Innerwear products.