|Brand||YOSHIDA HIDEO MEMORIAL FOUNDATION|
|Product / Service||THE 16TH CHINA INTERNATIONAL ADVERTISING FESTIVAL EXHIBIT|
|Category||A09. Environmental Design|
|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|
The exhibit theme is “China High!” which is intended to express modern China in a vibrant and powerful manner.
Announce the 16th China International Advertising Festival Exhibit, which is held in Japan, and also design the exhibit venue.
Using the Chinese kite* as our design motif, we presented contemporary China while keeping the traditional designs and shapes of the Chinese kites. A 3D poster captured three objectives, functioning as: 1. Eye-catching announcement 2. Spatial design as an art form 3. Entertaining aerial media (kites were both on display and flown by visitors)
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.