THUNDER NIGHT FEVER!

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TitleTHUNDER NIGHT FEVER!
BrandMITSUBISHI ESTATE CO & IDEE CO
Product / ServiceSUMMER NIGHT HAIKU READING
CategoryA05. Publications
EntrantDENTSU Tokyo, JAPAN
Entrant Company:DENTSU Tokyo, JAPAN
Design/Advertising Agency:DENTSU Tokyo, JAPAN
2nd Design/Advertising Agency:DENTSU KANSAI Osaka, JAPAN

Credits

Credits

Name Company Position
Haruko Tsutsui Dentsu Inc. Copywriter
Yoshihiro Yagi Dentsu Inc. Art Director
Yoshihiro Yagi Dentsu Inc. Designer
Yo Kimura Katachi Co. Ltd Designer
Kosaku Miyata Dentsu Inc. Account Executive
Katachi Co. Ltd Production Company

Brief Explanation

Create a promotional tool for the 'Thunder Night fever!' summer haiku reading party. Our target was people unfamiliar with haiku, especially young women working in Tokyo, where the event was to take place.

The Brief

Refresh the image of traditional haiku poetry through design work.

How the final design was conceived

In its 17 phonetic letters, a haiku must always include one seasonal word. Thunder, one of the seasonal words for summer, is symbolized by a zigzag pattern for lightning. A collection of artwork that suggests or is associated with thunder/lightening was compiled into a poster- (B2) size, 62-page book. The thunder/lightening motifs introduced in the book included the Thunder God, tiger-patterned pants (supposedly worn by the Thunder God) and static electricity.

Indication of how successful the outcome was in the market

The art book succeeded in giving the traditional Japanese haiku a fresh new image and helped create interest in haiku among young people.