Product / ServiceNO PRODUCT
CategoryB05. Use of Ambient Media: Large Scale
Idea Creation R/GA TOKYO, JAPAN
Production R/GA TOKYO, JAPAN

The Campaign

The creative idea was simple: a gift from Tokyo to sister city Paris. MUJI color pens are one the most iconic and celebrated products of all time, not just in Japan but across the world. We used 37,968 MUJI pens to recreate the iconic Tokyo Tower, the sister of the Eiffel Tower, at the Paris MUJI store. In the lead up to the festive season the installation was illuminated with projection mapping, each pen acting as a pixel, with spectacular effect. Come Christmas-time, store visitors could take the pens with them, letting the experience live on in thousands of Parisians homes.

Creative Execution

TOKYO PEN PIXEL used 37,968 MUJI pens as pixels to bring the iconic Tokyo Tower, the sister of the Eiffel Tower, into the MUJI Paris store. Each minute, a different projection brought the installation – and Tokyo – to life, in a vibrant world reminiscent of a snow dome. From a gentle dawn to neon night lights, kaleidoscopic snowflakes to a swirling blizzard, Tokyo’s skyline came alive. Then as a final nod to the spirit of the season, Tokyo Tower transformed into a Christmas tree, and the buildings below became colorful gifts.

Throughout the holiday season, the installation brought more customers into the Paris MUJI store - over 20,000 more customers compared to the previous year. TOKYO PEN PIXEL has become MUJI’s all-time most loved social post, not just in France but globally, generating over a million views and interactions–more than 20x their average. Omg this is so Tokyo! Mind boggling. Wow! Amazing like always Muji No wonder I love Japan more than any other country!! I just love it...wonderful to watch...Beautifully done… Over 15,300,000 people were reached through MUJI's official Facebook and Instagram accounts. 112 Media around the world covered the event.

TOKYO PEN PIXEL is an experience that reflects the brand’s value of “positive spiral.” It is about spreading positive growth around the world from Tokyo. This brand experience was a gift from Tokyo to Paris, celebrating the sister relationship the two cities have. The activation didn’t just let store visitors be part of the experience and media; it let Parisians take part of the experience home with them during Christmas time.

Insights, Strategy and the Idea

We wanted to create an installation with social relevance. In times of global divisiveness, we wanted to bring people across the world closer. Channeling Christmas as the time of giving, we turned the installation into a gift from Tokyo to Paris. The MUJI pen is one of their most iconic products; the pen is also something that connects all cultures. So we wanted to use MUJI pens to create a unique take-away installation, letting Parisians take a part of Tokyo home with them and bring more love to the world.


Name Company Position
So George Sugitomo R/GA Tokyo Executive Creative Director
Niklas Lilja R/GA Tokyo Executive Creative Director
Masa Tanaka R/GA Tokyo Associate Creative Director
Toru Nagahama R/GA Tokyo Design Director
Sookie Lee R/GA Tokyo Visual Designer
Anthony Baker R/GA Tokyo Group Technology Director
Kumi Tominaga R/GA Tokyo Creative Technology Director
Yosuke Suzuki R/GA Tokyo Executive Strategy Director
Jon Hingston R/GA Tokyo Group Production Director
Naru Kudo R/GA Tokyo Senior Producer
Yoichi Kanazawa Kaibutsu Motion Design Producer
Kenji Shimatani Chronography Motion Designer
Takahashi Okada East Crew Installation Production
Masaki Ono AOI Pro. Video Producer
Hayato Sone 4th FILM Videotographer
Bob Mackintosh R/GA Tokyo VP/ECD APAC
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