Brief Explanation

Using the abominable snowman as the artwork theme, each page of the book communicates emotions evoked by the purity of white snow, such as tranquility, solitude and excitement.

The Brief

Create a promotional tool for the 'Snow Voice' winter haiku reading event that will change and create a new image for haiku, part of Japan's traditional culture. The target was people not familiar with haiku, particularly young women who work in the business district of Tokyo where the event was to be held.

How the final design was conceived

The 60-page B4-sized book includes, among other things, what a snowman eats and how he spends his time, the composition of snow, and a poem of love for the Snow Woman.

Indication of how successful the outcome was in the market

We succeeded in creating interest in haiku among young people and shedding new light on this form of traditional culture.