A CATCH PHRASE FLOATING IN EVERY FISH TANK

TitleA CATCH PHRASE FLOATING IN EVERY FISH TANK
ClientSUMIDA AQUARIUM
Product / ServiceAQUARIUM
CategoryA09. Environmental Design
EntrantDENTSU Tokyo, JAPAN
Entrant Company DENTSU Tokyo, JAPAN
Advertising Agency DENTSU Tokyo, JAPAN

Brief Explanation

Entertaining people and making them learn at the same time has always been a challenge for aquariums. We intended to make a big step forward in solving it by the combination of a good idea and good design. By applying a very simple advertising technique to an aquarium, we succeeded in one of the most important aspects of education: sparking people’s curiosity.

The Brief

Aquariums, once important places of learning, progressively became entertainment spots. People still look at the fish tanks, but they don’t show much interest in the creatures inside. Furthermore, most of them don’t read the explanations on the side of fish tanks anymore. We are requested to suggest an idea to stimulate people’s curiosity for the creatures within limited budget and space.

How the final design was conceived

Utilizing the unique Japanese characteristics which can be written vertically, we describe one unique aspect of the fish in only a few vertical words on an acrylic panel and insert it inside of the fish tanks. As a result, we succeeded to create the certain environment that visitors are willing to read the explanations which used to be ignored so long and they take an unforced interest of the living creatures in water tanks.

Indication of how successful the outcome was in the market

We have achieved entertaining people and making them learn at the same time through the power of the catch phrases. At same time, we succeeded to show the solution of the educational issue in Japan that more young Japanese are moving away from the natural science. As a result, this place utilized by advertising technique leads to establish a distinctive characteristic of Sumida Aquarium.

Credits

Name Company Position
Ryo Watanabe J.c.spark Designer
Erika Suto Dentsu Inc. Art Director
Fumi Anan Dentsu Inc. Copywriter
Shunsuke Yamanaka Dentsu Inc. Account Executive
Funaki Nobuko Dentsu Inc. Copywriter
Kouichirou Toda Dentsu Inc. Senior Art Director
Akio Iijima Dentsu Inc. Planning Director
Hirozumi Takakusaki Dentsu Inc. Creative Director
Yuki Kishi Dentsu Inc. Creative Director