CategoryB01. Posters
EntrantDENTSU Tokyo, JAPAN
Entrant Company DENTSU Tokyo, JAPAN
Advertising Agency DENTSU Tokyo, JAPAN

Brief Explanation

The objective of the initiative was to simply deliver the joy of speaking English, and trigger beginners to take action through an iconic, unique, and differentiated way.

The Brief

Learning a foreign language is always difficult. There are many language schools in Japan, but courses and charge systems are so complicated that many struggle with selecting the right course for them, and flame out before even starting. Coper English School provides unique, and good English courses for beginners, but the challenge was to gain awareness and differentiation vs. these major competitors.

How the final design was conceived

Under the overarching idea ‘Interaction with a New Culture’, we have combined representative Japanese and western motifs of 3 major themes in daily lives-food, fashion, and art. Sushi and donuts (food), traditional Japanese clogs and high heels (fashion), origami and balloons (art), were combined in an unusual form, making the visual stand out and impressive. The visuals also imply a sexual encounter, which gives humor and relevancy to the visuals.

Indication of how successful the outcome was in the market

The key visuals intuitively moved beginners’ minds. Instead of a complicated, logical explanation of courses, the visuals became a trigger to get interested in learning English in a simple, and an iconic way. We achieved to deliver the joy of learning English, and the uniqueness of Coper English School towards our target consumers in a simple, but effective way.


Name Company Position
Ryosuke Miyashita DENTSU INC. Art Director
Hiroyuki Tsukimura DENTSU INC. Account Executive
Nao Sakamoto DENTSU INC. Account Executive