|Brand||YOSHIDA HIDEO MEMORIAL FOUNDATION|
|Product / Service||THE 16TH CHINA INTERNATIONAL ADVERTISING FESTIVAL EXHIBIT|
|Entrant||DENTSU Tokyo, JAPAN|
|Entrant Company:||DENTSU Tokyo, JAPAN|
|Design/Advertising Agency:||DENTSU Tokyo, JAPAN|
|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|
Using the traditional Chinese kite* as a motif, we explored various designs that best express contemporary China. While keeping the unique designs and forms of Chinese kites, we created four totally new kites.
Announce the 16th China International Advertising Festival Exhibit, to be held in Japan, as well as design the exhibit venue. The exhibit theme is “China High!” which expresses the vibrancy and power of China.
The mated pair of swallows symbolizes “city and traffic,” the green dragon “body and sports,” the panda “food culture,” and the red goldfish “fashion and design.”
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.