COLOURS OF LIFE

TitleCOLOURS OF LIFE
ClientTURNER COLOUR WORKS
Product / ServiceCOLOUR TUBE
CategoryC03. Illustration
EntrantDENTSU 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

Brief Explanation

Turner Colour Works wanted to create a corporate ad featuring its wide range of colours, brilliance and unique overpainting feature of Turner Acryl Gouache.

The Brief

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.

How the final design was conceived

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.

Indication of how successful the outcome was in the market

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.

Credits

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