Title | THE COPYWRITER'S EYE |
Brand | COPYWRITERS CLUB NAGOYA |
Product / Service | ANNUAL |
Category | B04. Publications & Brand collateral |
Entrant | DENTSU MEITETSU COMMUNICATIONS Nagoya, JAPAN |
Entrant Company | DENTSU MEITETSU COMMUNICATIONS Nagoya, JAPAN |
Advertising Agency | DENTSU MEITETSU COMMUNICATIONS Nagoya, JAPAN |
Production Company | LUKE Nagoya, JAPAN |
Name | Company | Position |
---|---|---|
Norikazu Ikeyama | DENTSU MEITETSU COMMUNICATIONS INC. | Art Director |
Toshihiro Mori | DENTSU MEITETSU COMMUNICATIONS INC. | Creative Director |
Yuuki Muramatsu | LUKE | Designer |
Aika Kuratsubo | LUKE | Designer |
Shizuka Hasegawa | LUKE | Designer |
Katsunori Sano | Clover | Photographer |
Hiroaki Sato | CG WORKS | Designer |
Kuniko Nakazawa | Freelance | Hair makeup artist |
CCN wanted to convey the appeal and importance of copywriting to young copywriters in the region. However, CCN is a small organization and is unable to allocate a special budget for the project.
CCN (Copywriters Club Nagoya) is an organization that supports local copywriters. Every year, CCN reviews submitted works to select outstanding copywriting. Selected copywriting is published in an annual book and sold at a low price. In this way, CCN has been playing a role in raising motivation of local copywriters.
We decided to incorporate a message to copywriters using the design on the cover of the annual which we publish each year. A pencil viewed from directly above is depicted as the eye of a copywriter. This visual conveys the message that the copywriter must focus on humanity and society in order to produce outstanding copy. Moreover, eye-related expressions are published as messages for copywriters in the pages of the annual.
Many young copywriters bought this issue of the annual, attracted by the striking eye image. The imaged served to impress upon them the importance of watching the world through their own eyes, and they experienced increased motivation.