BUTTERFLIES LINKING CREATIVITY

Short List
TitleBUTTERFLIES LINKING CREATIVITY
ClientDENTSU
Product/ServiceDENTSU
CategoryB05. Self Promotion
EntrantDENTSU Tokyo, JAPAN
Entrant Company DENTSU Tokyo, JAPAN
Advertising Agency DENTSU Tokyo, JAPAN
Production Company AMANA Tokyo, JAPAN

Brief Explanation

As the network of Dentsu grows globally the need to share works becomes stronger. That’s why we want to create a VIS that will inspire creatives to further take advantage of this platform.

The Brief

Dentsu is one of the biggest ad agencies in the world. Although the head office of Dentsu is located in Tokyo, the network offices span over the world, and the network offices are trying to cooperate. Especially, in creative departments, the need to share works becomes stronger as the characters of the works differ from one country to another. “Dentsu Creative Link” is a platform to share creative works between network offices.

How the final design was conceived

The challenge was to visualize the personality of each network company and tell a story of how we inspire one another. So, we developed a VIS that gave us the freedom to create multiple combinations. The logo, typeface and images were created by combining different pieces together. As a rule, we changed colors for each country to create a small butterfly icon for each office. Then the small butterflies were combined to create a giant butterfly to represent the network of Dentsu, and spread to annual booklets, website and posters.

Indication of how successful the outcome was in the market

Creative Link has evolved into a Creative Sharing Platform shared by the network of Dentsu in 124 countries and 43,583 employees. (As of March 31, 2015) Among 600 works submitted annually from the network offices, about 4.3% are selected as Star works, and sharing these cases has achieved the following 3 objectives: 1. Setting the creative bar that each staff should aim for 2. Supporting the training of young creatives with online learning 3. Contributing to winning new businesses by utilizing the platform for capability presentations The effectiveness of this platform continues to be measured against International Advertising Awards to visualize its contribution. And some wins include: 2013 Network Agency of the Year (AdFest) 2014 Agency of the Year (SpikesAsia, Clio, AdFest)

Credits

Name Company Position
Yukio Nakayama Dentsu Inc. Executive Creative Director
Sachiko Nishihashi Dentsu Inc. Creative Director
Tetsuya Tsukamoto Dentsu Inc. Art Director
Shotaro Tsujiguchi Dentsu Inc. Art Director
Tadasuke Imamura Dentsu Inc. Agency Producer
Toshiko Tsukahara Dentsu Inc. Translator
Hayato Satomi Amana Inc. Producer
Ryoheo Takanashi Amana Inc. Cameraman
Shinya Nakagawa RIZING Inc. Editor