ජීවිතේ So Fun Campaign

Client: Miniso Sri Lanka
Concept / Big Idea: “ජීවිතේ So Fun”
Creative Director: Nisal Guruge
Art Direction & Visuals: Sahan Hewagama
Media Mix: TV, Radio, Digital, Press, Retail/In-Store Activations, On-Ground Activations, Direct Marketing, PR & Media

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Campaign Overview

Miniso Sri Lanka, a branch of the global variety-store phenomenon, specializes in affordable, well-designed household and lifestyle products—from stationery and toys to cosmetics and kitchenware—often featuring beloved IP collaborations. As part of its brand re-launch in Sri Lanka, Miniso set out to reinforce its positioning as the go-to destination for youth who embrace fun, creativity, and quality.

Leveraging the playful “Soo” in the Miniso logo, our Big Idea “ජීවිතේ So Fun” (“Life’s So Fun”) became the heart of a tagline series that celebrates both the brand’s personality and its diverse product categories. Every touchpoint—from color palettes and photography to TV commercials and in-store music—radiates youthful energy and invites shoppers to experience life a little more joyfully.

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Tagline Series

Each line weaves the “Soo” motif into everyday moments, mirroring Miniso’s lively spirit and product range:
   •    “ජීවිතේ Soo Beautiful”
   •    “ජීවිතේ Soo Elegant”
   •    “ජීවිතේ Soo Just-Looking-Like-Wow”
   •    “එයයි මමයි ආදරේ Soo Much”
   •    “ජීවිතේ Soo Crazy”
   •    “අපි දෙන්නා Soo පිස්සු”
   •    “එයා නං Soo Cute”
   •    “ජීවිතේ Soo Fit”