TOKYO MARATHON SWIMMING IN THE SEA

TitleTOKYO MARATHON SWIMMING IN THE SEA
BrandJAPAN SWIMMING FEDERATION
Product / ServiceTOKYO MARATHON SWIMMING
CategoryA02. Posters
EntrantDENTSU Tokyo, JAPAN
Entrant Company:DENTSU Tokyo, JAPAN
Design/Advertising Agency:DENTSU Tokyo, JAPAN

Credits

Credits

Name Company Position
Arata Kubota Dentsu Inc. Art Director
Arata Kubota Dentsu Inc. Designer
Tomoyasu Higuchi Dentsu Inc. Account Executive

Brief Explanation

The design was inspired by a kanji (Chinese character), as the Marathon Swimming meeting is held in Tokyo.

The Brief

Tokyo Marathon Swimming is a long-distance sea-swimming event. We wanted to inform people that Marathon Swimming is a sport that takes place in the ocean, not in a small indoor pool. At the same time, it was a great opportunity to let people from overseas know that Tokyo hosts a Marathon Swimming event.

How the final design was conceived

The "ei" kanji used on the poster means “swim” in Japanese. The "Sanzui" on the left side of "ei" represents water. "Sanzui" is usually used one time in "ei". By using a large amount of "Sanzui" , we showed the word itself swimming. We used "Sanzui" in the event logo and on the certificate for the winner.

Indication of how successful the outcome was in the market

We exceeded the client’s target for visitors by 120%. We put the poster up in a holiday resort area near the site of the Marathon Swimming meeting, attracting the interest of international tourists. The meeting was covered in media including TV shows and newspapers.