2008 ONE SHOW EXHIBITION

Short List
Title2008 ONE SHOW EXHIBITION
BrandYOSHIDA HIDEO MEMORIAL FOUNDATION
Product / Service2008 ONE SHOW EXHIBITION
CategoryA10. Environmental Design
EntrantDENTSU Tokyo, JAPAN
Entrant Company:DENTSU Tokyo, JAPAN
Design/Advertising Agency:DENTSU Tokyo, JAPAN

Credits

Credits

Name Company Position
Yuya Furukawa Dentsu Creative Director
Haruko Tsutsui Dentsu Copywriter
Yoshihiro Yagi Dentsu Art Director
Katachi Katachi Production Company
Yo Kimura Katachi Designer
Yuka Yokokawa Katachi Designer
Takeshi Arimoto Style Printing Printing Producer
Takehide Tarusawa Yoshida Hideo Memorial Foundation Advertiser's Supervisor

Brief Explanation

Motivate Japanese creative people involved in graphic design to take action and visit the exhibition.

The Brief

D&AD is one of the most prestigious international awards, but in Japan it is known only to a small number of people in the advertising industry. Therefore, we were asked to enhance awareness and generate traffic to the exhibition.

How the final design was conceived

In order to surprise the recipients and spur them into action, we selected direct mail as our medium to entice the target to come to the exhibition. At the venue, we created an area where people could make their own origami Pencils.

Indication of how successful the outcome was in the market

Our unique approach of having the direct mail recipients and visitors to the exhibition 'experience a creative process' turned out to be a success. The number of visitors was more than three times higher than the previous year, reaching 9826. In addition, those who made their own origami Pencils talked about it to others or wrote about it in their blogs and thus word of the D&AD 2008 Exhibition spread virally.