Title | COLOURS OF LIFE |
Brand | TURNER COLOUR WORKS |
Product / Service | COLOUR TUBE |
Category | C03. Illustration |
Entrant | DENTSU Tokyo, JAPAN |
Entrant Company | DENTSU Tokyo, JAPAN |
Advertising Agency | DENTSU Tokyo, JAPAN |
Advertising Agency 2 | BLUECOLOR Tokyo, JAPAN |
Production Company | TOHOKUSHINSHA FILM CORPORATION Tokyo, JAPAN |
Name | Company | Position |
---|---|---|
HIDETO YAGI | DENTSU INC. | Creative Director/Art Director/Illustrater |
SHINYA NAKAJIMA | TOHOKUSHINSHA FILM CORPORATION | Film Director |
KOMEI BABA | TOHOKUSHINSHA FILM CORPORATION | Producer |
DAI HIROSE | DENTSU INC. | Copywriter |
TAKAYA SAKANO | Takaya Sakano Photo Office | Photographer |
RUI OKADA | Freelance | Photographer |
TATSUYA YAMADA | Freelance | Music Director |
YOSUKE SUGIOKA | ADBRAIN Inc. | Designer |
HIROAKI OSANAI | DENTSU CREATIVE X INC. | Designer |
KANAE SAITO | bluecolor inc. | Designer |
Turner Colour Works wanted to create a corporate ad featuring its wide range of colours, brilliance and unique overpainting feature of Turner Acryl Gouache.
Innovation of digital technologies has led to fewer people, mainly children, from drawing with paint and decreasing sales. We wanted children to discover the joy of drawing with their hands again.
We used all 216 Acryl Gouache colours to paint 4 living creatures over a 2-year period to give life to each creature with colours. Two thousand still photos were shot to show the technique of detailed painting to portray the unique product features and produce a stop-motion TVC.
As people talked about the exhibitions, transit ads and TVC campaign, workshops for children were conducted spreading the joy of painting to a wide range of age groups. Packages of the poster design were sold resulting in sales of 2,000 pieces in 2 weeks. Exhibitions are touring galleries in Japan and around the world.