Title | CHINA HIGH! |
Brand | YOSHIDA HIDEO MEMORIAL FOUNDATION |
Product / Service | THE 16TH CHINA INTERNATIONAL ADVERTISING FESTIVAL EXHIBIT |
Category | A09. Environmental Design |
Entrant | DENTSU Tokyo, JAPAN |
Entrant Company: | DENTSU Tokyo, JAPAN |
Design/Advertising Agency: | DENTSU Tokyo, JAPAN |
Credits |
Name | Company | Position |
---|---|---|
Yuya Furukawa | Dentsu Inc. | Executive Creative Director |
Yoshihiro Yagi | Dentsu Inc. | Art Director |
Haruko Tsutsui | Dentsu Inc. | Copywriter |
Kazuaki Takai | Katachi Co. Ltd. | Designer |
Minami Otsuka | Katachi Co. Ltd. | Designer |
Tatsuro Aono | Taki Corporation | Printing Producer |
The exhibit theme is “China High!” which is intended to express modern China in a vibrant and powerful manner.
Announce the 16th China International Advertising Festival Exhibit, which is held in Japan, and also design the exhibit venue.
Using the Chinese kite* as our design motif, we presented contemporary China while keeping the traditional designs and shapes of the Chinese kites. A 3D poster captured three objectives, functioning as: 1. Eye-catching announcement 2. Spatial design as an art form 3. Entertaining aerial media (kites were both on display and flown by visitors)
Three-dimensional kites of the same design were created that visitors were allowed to touch or take outside to fly. This experiential approach was very well received and, as a result, the number of visitors to the exhibit grew threefold. There were quite a few visitors who came to the exhibit after seeing the kites flying in the sky. *The Chinese kite is considered to be the origin of kites around the world. Once used as a signal to announce the start of a war, kites are flown today to drive away evil or as a lucky charm. The Chinese appreciate kites as both a cultural icon, and an international kite festival is held annually. A great number of books have been written on the subject.