THE COPYWRITER'S EYE

TitleTHE COPYWRITER'S EYE
BrandCOPYWRITERS CLUB NAGOYA
Product / ServiceANNUAL
CategoryB06. Promotional Items
EntrantDENTSU MEITETSU COMMUNICATIONS Nagoya, JAPAN
Entrant Company DENTSU MEITETSU COMMUNICATIONS Nagoya, JAPAN
Advertising Agency DENTSU MEITETSU COMMUNICATIONS Nagoya, JAPAN
Production Company LUKE Nagoya, JAPAN

Credits

Name Company Position
Norikazu Ikeyama DENTSU MEITETSU COMMUNICATIONS INC. Art Director
Toshihiro Mori DENTSU MEITETSU COMMUNICATIONS INC. Creative Director
Yuuki Muramatsu LUKE Designer
Aika Kuratsubo LUKE Designer
Shizuka Hasegawa LUKE Designer
Katsunori Sano Clover Photographer
Hiroaki Sato CG WORKS Designer
Kuniko Nakazawa Freelance Hair makeup artist

Brief Explanation

CCN wanted to convey the appeal and importance of copywriting to young copywriters in the region. However, CCN is a small organization and is unable to allocate a special budget for the project.

The Brief

CCN (Copywriters Club Nagoya) is an organization that supports local copywriters. Every year, CCN reviews submitted works to select outstanding copywriting. Selected copywriting is published in an annual book and sold at a low price. In this way, CCN has been playing a role in raising motivation of local copywriters.

How the final design was conceived

We decided to incorporate a message to copywriters using the design on the cover of the annual which we publish each year. A pencil viewed from directly above is depicted as the eye of a copywriter. This visual conveys the message that the copywriter must focus on humanity and society in order to produce outstanding copy. Moreover, eye-related expressions are published as messages for copywriters in the pages of the annual.

Indication of how successful the outcome was in the market

Many young copywriters bought this issue of the annual, attracted by the striking eye image. The imaged served to impress upon them the importance of watching the world through their own eyes, and they experienced increased motivation.