DESIGN FEVER!

Silver Spike
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TitleDESIGN FEVER!
ClientTHE YOSHIDA HIDEO MEMORIAL FOUNDATION/ADVERTISING MUSEUM TOKYO
Product/ServiceD&AD 2011 EXHIBITION IN JAPAN
CategoryA02. Posters
EntrantDENTSU Tokyo, JAPAN
Entrant Company:DENTSU Tokyo, JAPAN
Design/Advertising Agency:DENTSU Tokyo, JAPAN

Brief Explanation

The motif came from Pachinko (Japanese pnball). Only ideas that goes beyond uncontrollable variables, such as luck or innate talent, can win. This embodies the miracle of DESIGN FEVER. Four posters types were created; themes included outer space and moe anime. The entrance featured a remix of pachinko parlor sounds and sparkling posters.

The Brief

We designed an exhibition space showcasing the D&AD Award, the highest honor of the design industry. Targets were Japanese professionals involved in design. Our aim was to create a sharp design that was strong yet simple.

How the final design was conceived

The motif came from pachinko. Only ideas that clear uncontrollable hurdles, such as luck, can win. This embodies the miracle of DESIGN FEVER. Four poster types were created. Themes included outer space and moe anime.

Indication of how successful the outcome was in the market

The number of visitors doubled compared to last year. Posters were sold out. Many people decided to drop in after seeing the entrance. The event was also popular among foreign tourists, which helped attract new visitors.

Credits

Name Company Position
Yuya Furukawa Dentsu Inc. Executive Creative Director
Haruko Tsutsui Dentsu Inc. Copywriter
Yoshihiro Yagi Dentsu Inc. Art Director
Minami Ohtsuka Taki Corporation Designer
Takuya Iimura Taki Corporation Designer
Shunpei Mikami Taki Corporation Producer
Yoshiko Tomita Dentsu Inc. Producer
Honoka Sueyoshi Photographer
Shinya Tamura Dentsu On Demand Graphic Inc. Printing Producer