The Flash Media Player is required to view this content.
Product / ServiceOLFA CUTTER
CategoryA02. Posters
EntrantDENTSU Tokyo, JAPAN
Entrant Company:DENTSU Tokyo, JAPAN
Design/Advertising Agency:DENTSU Tokyo, JAPAN



Name Company Position
Yutaka Sato Dentsu Inc. Tokyo Creative Director
Hideto Yagi Dentsu Inc. Tokyo Art Director
Shinichi Masumoto Dentsu Inc. Tokyo Photographer
Hideto Yagi Dentsu Inc. Tokyo Designer

Brief Explanation

We challenged how far we could go in transforming paper and polystyrene board into art with a single Olfa paper cutter. The act of cutting straight lines, which is what a cutter does best, was repeated over and over to create geometrical patterns.

The Brief

Execute in a free and creative manner by featuring the act of 'cutting paper,' which is what a paper cutter is supposed to do. Present the product not merely as a tool for cutting but as one for 'creation.'

How the final design was conceived

We spent an entire year cutting paper. The paper cutter actually used in the process is laid out in the lower white space of the poster. In order to highlight the product name 'OLFA = Snap-Off Blade,' each poster shows a cutter with a blade snapped off.

Indication of how successful the outcome was in the market

Detailed and repeated patterns are overwhelming to look at and they succeeded in getting people deeply involved in the posters. The created patterns were shot two ways, one overhead and the other with perspective to show both density and scale. By using a paper cutter and paper, both of which can be found anywhere, we were able to create memorable geometrical designs that nobody had ever seen before. The same patterns were used for a number of items, such as business cards and envelopes.