The MUJI Itsumo, Moshimo Campaign Saves Lives With Style

By: Ana Lopez - Published: Sep 9, 2011 • References: & japantrends
From tsunamis to hurricanes, the MUJI "Itsumo, Moshino" (Whenever, Whatever) campaign is packed with everything you need when a natural disaster hits. This Japanese company created fashionable emergency kits for every place and occasion.

These kits come in portable boxes, which can be store in places like an office shelf; or, in backpacks, which kids and commuters can carry around. Some of the items included are a polka dot handkerchief, a compressed t-shirt, assorted candies, a portable food container with rice, and a neck rest.

What’s unique about this campaign is that various social media platforms were used to find out what people thought was necessary to keep in handy in emergency situations. 

Cleverly designed and marketed, MUJI Itsumo, Moshino campaign has all of us covered for a rainy day. Stats for Innovative S.O.S Kits Trending: Older & Warm
Research: 8,849 clicks in 245 w
Interest: 2.9 minutes
Concept: MUJI's Itsumo, Moshino
Related: 77 examples / 59 photos
Segment: Neutral, 18-35
Comparison Set: 28 similar articles, including: home cooking kits, eco home-building kits, and trekkie kitchen accessories.