|Title||2012 TOKYO ANNUAL MEETINGS OF THE IMF AND WORLD BANK GROUP|
|Brand||MINISTERY OF FINANCE|
|Product / Service||ANNUAL MEETINGS OF THE IMF AND WORLD BANK GROUP|
|Entrant||DENTSU Tokyo, JAPAN|
|Entrant Company||DENTSU Tokyo, JAPAN|
|Advertising Agency||DENTSU Tokyo, JAPAN|
|Nobuhiro Yamaguchi||Yamaguchi Design Institute||Designer/Typographer|
|Ken Takebayashi||Dentsu Inc.||Web Planner|
|Takefumi Fuchiwaki||Dentsu Tec Inc.||Planner|
|Tatsuhiro Ariga||Dentsu Inc.||Planner|
|Ken Namikawa||Dentsu Inc.||Planner|
|Dan Ushikubo||Dentsu Inc.||Planner|
|Nobuyasu Yamada||Dentsu Inc.||Planner|
|Tatsuya Shirasu||Dentsu Inc.||Planner|
|Masami Oshio||Dentsu Inc.||Agency Producer|
|Masaru Seo||Dentsu Inc.||Art Director|
|Tetsuya Tsukamoto||Dentsu Inc.||Art Director|
|Shinya Uchida||Dentsu Inc.||Copywriter|
|Nadya Kirillova||Dentsu Inc.||Copywriter|
|Toru Oyama||Dentsu Inc.||Copywriter|
|Taro Koshizawa||Dentsu Inc.||Creative Director/Copywriter|
|Yoichi Komatsu||Dentsu Inc.||Creative Director|
|Hidetoshi Kuranari||Dentsu Inc.||Creative Director|
|Takaharu Hatori||TYO Inc. Monster Division||Production Producer|
|Hiromi Hakuta||TYO Inc. Monster Division||Production Manager|
|Genki Ito||Freelance||Film Director|
・While the world economy is flagging, our goal was to lead countries with opposite opinions to reconciliation. ・To visualize this goal we created a font by redesigning Japanese traditional “Origata” in a modern fashion. Through this font, we visually wrapped the meetings with the idea of leading the opposites to reconciliation and forming stronger bonds. ・We created a font system that will operate the design of the international meetings which often has a tendency to become complicated.
Our mission given from the Japanese government was to demonstrate to the world Japan’s ability to smoothly operate the world’s largest international meetings with over 10,000 participants from 188 countries. At the same time use these meetings as an occasion to raise Japan’s reputation by showing the participants and the world the country’s unique spirit, advantages and steps to recovery from the disaster.
This font system is created by redesigning Japanese traditional method to fold paper called “Origata” in a modern way. “Origata” is the origin of Origami, which represents the idea of leading opposites to reconciliation and forming stronger bonds. We designed the annual meetings with this font system, in which a Japanese spirit of solidarity is present, wishing that in these times of complicated world economy, all the participating nations would come together despite of their different points of views.
・We succeeded to create participant-friendly meetings where all designs were standardized using the font system that highlights Japanese traditions. ・We were able to let participants experience Japanese technology, culture, spirit, and hospitality in every aspect of the meetings, at the same time letting them discover new Japanese attractions through a standardized image. As a result, the annual meetings were covered by media from 188 countries and over 2000 Japanese newspapers. We were successful to show Japan’s presence.