HAND CRAFT

TitleHAND CRAFT
ClientTOKYO MIDTOWN MANAGEMENT CO.
Product / ServiceTOKYO MIDTOWN DESIGN TOUCH
CategoryA02. Posters
EntrantTOKYU AGENCY Tokyo, JAPAN
Entrant Company TOKYU AGENCY Tokyo, JAPAN
Advertising Agency TOKYU AGENCY Tokyo, JAPAN

Brief Explanation

This campaign had the objectives of promoting attendance and increasing recognition of an event held by Tokyo Midtown, a center of culture and art in Japan, to communicate the attractions and enjoyment of design to members of the general public ranging from children through adults and to the many foreign nationals residing in the vicinity, and to put them in touch with design.

The Brief

This art and design event was sponsored by Tokyo Midtown, one of Japan’s most famous multi-use complexes and a center of culture, art, and design, located in the Roppongi district of Tokyo. Its events were intended to put people in touch with design and art, through holding activities including art exhibitions, workshops, and public talks by designers, targeting art students as well as members of the general public from children through adults. We were asked to handle art direction for the event.

How the final design was conceived

The powers of the hand to touch, feel temperature, cut, and draw serve as the starting points of design and making things. We communicated the fun of making things and the abundance of the event’s content by showing scenes of the various things that hands can create, depicted like a factory in the palm of a hand. We created designs in five patterns, using both the back and the palm of the hand (men making things, women making things, children making things, and a general version). On double-sided media such as flags and postcards, we showed the back of the hand on one side and the palm of the hand on the other.

Indication of how successful the outcome was in the market

Held over a 10-day period, Tokyo Midtown DESIGN TOUCH attracted a total of 770,000 visitors, 114% of last year’s figure.

Credits

Name Company Position
Takumi Watanabe Tide Inc. Designer
Tetsuro Jozaki Tide Inc. Designer
Yukiko Nishimura Tokyu Agency Designer
Tatsuki Ikezawa Tokyu Agency Creative Director/Art Director