HUMAN PRINT POSTER

TitleHUMAN PRINT POSTER
BrandTHE OSAKA CHAMBER OF INDUSTRY/FUMINOSATO SHOPPING ARCADE
Product / ServiceFISH MARKET UOSHIN
CategoryA01. Posters
EntrantDENTSU KANSAI Osaka, JAPAN
Entrant Company DENTSU KANSAI Osaka, JAPAN
Advertising Agency DENTSU KANSAI Osaka, JAPAN

Credits

Name Company Position
Keita Kusaka DENTSU INC.KANSAI Creative Director
Tomoki Kobori DENTSU INC.KANSAI Copywriter
Kyohei Myoga DENTSU INC.KANSAI Art Director
Kyohei Myoga DENTSU INC.KANSAI Desinger
Mitsuhiko Nishio N/A Model
Meimi Shimasaka N/A Calligrapher

Brief Explanation

Privately owned fish markets rely on the reliability and personality of their owners more than the quality of the shop and its products. The poster, which we created focusing on the owner’s appeal and with the aim of increasing the fish market’s customers, garnered media coverage.

The Brief

It's an old tradition in Japan, a country with a seafood based diet, to record a big catch by making a fish print - an India ink print on paper of the actual fish caught. We expanded this concept to produce a human print of the fish market’s owner. In poster form, the human print depicts the owner’s high caliber and stature.

How the final design was conceived

While being an established fixture for many years as a shopping arcade vendor, we decided on creating a human print, the result of our quest to make an eye-catching design for the fish market.

Indication of how successful the outcome was in the market

Various media including television, radio, newspapers and magazines reported on the unique poster. The number of arcade shoppers increased twofold. And most importantly, it became a catalyst for conversation between the owner and his customers.