SURPRISING MANNERS

Short List
TitleSURPRISING MANNERS
ClientYOSHIDA HIDEO MEMORIAL FOUNDATION/ADVERTISING MUSEUM TOKYO
Product/ServiceONE SHOW 2014 EXHIBITION IN JAPAN
CategoryB01. Posters
EntrantDENTSU Tokyo, JAPAN
Entrant Company DENTSU Tokyo, JAPAN
Advertising Agency DENTSU Tokyo, JAPAN
Production Company CREATIVE POWER UNIT Tokyo, JAPAN

Brief Explanation

The brief was the total design for "ONE SHOW 2014 Awards Exhibition in Japan" held at Advertising Museum Tokyo. By creatively expressing ONE SHOW, the client aims to attract attention of wide range of people and boost visitors.

The Brief

Advertising Museum Tokyo is the only advertising museum in Japan which aims to enhance study and social understanding of advertising and marketing.

How the final design was conceived

Great creatives capture peoples' hearts and minds ̶ the manners of capturing are all different. Some are nurtured by our predecessors and others break through with tradition and innovate new ones. The design motif is “Fishing (methods)”. We worked on the total design for the exhibition, from promotional items to the exhibition space. A gigantic net engulfs a large group of fish; understanding the targets’ behavior and enticing the catch. The ‘gleaming net’ is printed with pearl-like iridescent ink, expressing brilliant ideas around the world.

Indication of how successful the outcome was in the market

We succeeded in inviting visitors who previously never paid attention to advertising and design. As a result, visitors increased by 1.5 times compared to the previous year.

Credits

Name Company Position
Yuya Furukawa Dentsu Inc. Executive Creative Director
Yoshihiro Yagi Dentsu Inc. Creative Director / Art Director
Haruko Tsutsui Dentsu Inc. Copywriter
Marina Danjo Dentsu Inc. Copywriter
Daisuke Hatakeyama Creative Power Unit Designer
Haruko Nakatani Creative Power Unit Designer
Minami Otsuka Creative Power Unit Designer
Yoshiko Tomita Dentsu Inc. Producer
Shinya Tamura Dentsu On Demand Graphic Inc. Printing Director