| Title | DESIGN FEVER! |
| Brand | THE YOSHIDA HIDEO MEMORIAL FOUNDATION/ADVERTISING MUSEUM TOKYO |
| Product / Service | D&AD 2011 EXHIBITION IN JAPAN |
| Category | A02. Posters |
| Entrant | DENTSU Tokyo, JAPAN |
| Entrant Company: | DENTSU Tokyo, JAPAN |
| Design/Advertising Agency: | DENTSU Tokyo, JAPAN |
| 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 |
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.
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.
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.
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.