Short List
CategoryA06. Promotional Items
Entrant Company DENTSU CHUBU Nagoya, JAPAN
Advertising Agency DENTSU CHUBU Nagoya, JAPAN
Production Company C3 FILM NAGOYA, JAPAN


Name Company Position
Toru Tsuya DENTSU INC. Creative Director
Kozue Kojima DENTSU INC. Art Director/Designer
Haruku Fukuta DENTSU INC. Copywriter
Julia Fangyi Chu DENTSU INC. Communications Manager
Haruki Tanaka DENTSU INC. Account Executive
Yoshihiro Ozaki Freelance Photographer
Yoshitaka Kondo C3 Film Co./Ltd. Film Director

Brief Explanation

We focused on the unique makeup of Kabuki, the “KUMADORI.”Catchy colors and designs of “KUMADORI” are very attractive for young people, too.Therefore, we printed “KUMADORI” into face mask sheet which is usually in plain. Now, anyone is able to enjoy Kabuki and care about personal beauty at same time.

The Brief

Kabuki is a Japanese traditional entertainment which is selected as Intangible Cultural Heritage. It was first performed 400 years ago and has become one of the best-known Japanese entertainments. However, in recent years, young people are not interested in Kabuki at all. Our challenge was to make young people enjoy Kabuki in a casual way and pay attention to Kabuki again.

How the final design was conceived

We invited the famous Kabuki actor, Ichikawa Somegoro to supervise our work. We chose two representative Kumadori patterns and create illustrations into face mask sheets which are usually in plain.

Indication of how successful the outcome was in the market

“Kabuki Face Pack” was reported by different mass media, such as TV show, newspapers and magazines. It was also talked a lot on Facebook and Twitter without using any advertising expenses. Many famous actors/actresses and athletes use Kabuki Facepack and upload pictures into their social media accounts. The first productions were sold out in two days and the additional sales were sold out in ten minutes. “Kabuki Face Pack” has become a bridge connection between the traditional Japanese entertainment “Kabuki” and young people.