|Title||THUNDER NIGHT FEVER!|
|Brand||MITSUBISHI ESTATE CO & IDEE CO|
|Product / Service||SUMMER NIGHT HAIKU READING|
|Entrant||DENTSU Tokyo, JAPAN|
|Entrant Company:||DENTSU Tokyo, JAPAN|
|Design/Advertising Agency:||DENTSU Tokyo, JAPAN|
|2nd Design/Advertising Agency:||DENTSU KANSAI Osaka, JAPAN|
|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|
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.
Refresh the image of traditional haiku poetry through design work.
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.
The art book succeeded in giving the traditional Japanese haiku a fresh new image and helped create interest in haiku among young people.