From Japan, a very good project that mixes branding and e-commerce in a smart and creative way. The PlayMuji calendar displays everyday a different product, with a video that either shows its characteristics, how to use it or simply provides you with a closer look into its shapes.
You can only discover a product per day, but of course the archive is always available to browse. A nice goodie is also offered: you can download the screensavers that replicates the website.
I like the simple and clean design of the website, very much in line with the Muji brand. I like the idea of creating a bit of curiosity around very standard products that have been in Muji's catalogue since forever. I like the branding idea of making Muji products part of your daily life (because this is what they are made for).
But the coolest thing, in my opinion, is fact that at the bottom of each video you find a link to the online store where you can purchase the product. Especially after reading yesterday's feature on eMarketer (the use of videos in ecommerce is becoming a powerful sales tool) I think Muji's project is a great example of brand communication and e-commerce working smoothly online to achive a common goal: inspire and enable (the purchase).
Last but not least, as the agency (Tha) explains on its own website, PlayMuji overcomes the language barrier, as it uses a visual language everybody can understand and take advantage of.