Title | D&AD 2008 EXHIBITION IN JAPAN |
Brand | THE YOSHIDA HIDEO MEMORIAL FOUNDATION/ADVERTISING MUSEUM TOKYO |
Product / Service | EXHIBITION OF CREATIVE AWARDS |
Category | A03. Flyers, Tickets, Invitations, Postcards, Christmas and Other Greetings Cards |
Entrant | DENTSU KANSAI Osaka, JAPAN |
Entrant Company: | DENTSU KANSAI Osaka, JAPAN |
Design/Advertising Agency: | DENTSU KANSAI Osaka, JAPAN |
Credits |
Name | Company | Position |
---|---|---|
Yuya Furukawa | Dentsu Inc. | Creative Director |
Yoshihiro Yagi | Dentsu Inc. | Art Director/Designer |
Haruko Tsutsui | Dentsu Inc. | Copywriter |
Yo Kimura | Katachi Co./Ltd. | Designer |
Takeshi Arimoto | Style Printing Co. | Printing Producer |
Megumi Oyama | Photographer |
D&AD is one of the most prestigious international award competitions, but in Japan it is known only to a small number of people in the advertising industry. Our target was creative people involved in graphic design. We selected direct mail as our medium and created a piece that would surprise the recipients and spur them to take action.
We aim to increase recognizability of D&AD in the advertising industry.
One day, you receive an origami Pencil, and it's a poster announcing the D&AD exhibition. There is a message, “You've received a Pencil!?”, together with an invitation to the exhibition. At the venue, there is an area where you can make your own origami Pencil. Participants talked about this to others and wrote about it in their blogs, and thus word of the D&AD Exhibition spread virally.
Our new attempt of having the direct mail recipients and visitors to the exhibition “experience a creative process” turned out to be a success. In conventional exhibitions, the award-winning works are simply shown as exhibits, so the participatory aspect was very well received. As a result, the number of visitors was more than three times higher than the previous year.