CategoryA01. Creation of a new Brand Identity: Consumer / Corporate / Non-profit
Idea Creation DENTSU INC. Tokyo, JAPAN


Name Company Position
Yosuke Watanabe DENTSU INC. Copy Writer
Satoshi Noguchi New Port. Designer
Tomoyo Fukaya DENTSU INC. Acount Producer
Tomonori Saito DENTSU INC. Creative Director
Kota Yabana DENTSU INC. Planner
Rei Tsukahara Marginals,LLC. Planner
Yusuke Kumano DENTSU Ondemand Graphic Printing Director
Naoki Kumamoto EDP Graphic Works. Motion Graphic Director
Tomonori Saito DENTSU INC. Art Director

The Campaign

We have thus created more individualized gravestones that tell the story of the departed loved one’s life and that symbolize the brightness of that life. This symbol is the butterfly, a motif in Buddhism that is said to be a reincarnation of the dead and also to represent the cycle of reincarnation itself. In the poster, the shapes of the colorful butterflies are cut as if they are fluttering there.A nostalgic short story relevant to the grave is also written. Butterfly images can also be produced as mailers and sweets. A leaflet can include a short text that inspires thoughts of the grave. If desired, the gravestone itself can be chosen in a butterfly shape.

Creative Execution

Posters are die-cut, each with an image of a butterfly that symbolizes the life of the deceased. The butterfly wings are spread upward. Each poster also includes an inspirational short text that elicits thoughts about the grave. Mailers and sweets are also modeled in butterfly shapes. Each individual local grave was also designed with a butterfly design. The person who purchases the grave can also actually select a tombstone in a butterfly shape. Multifaceted communication is achieved by attaching a story to one iconic image.

Indication of how successful the outcome was in the market

This project sheds light on Japan's graves. Appearing just like a collection of butterflies on a flower bed, we decorated a grave with a countless number of butterflies. This unique icon strengthens the ties between the deceased and the grave. There is no KPI about sales. The most important thing is long tail brand connection to be beloved for a longer time and that will inspire more visits.

A nostalgic short story relevant to the grave is also written. ??Father, let’s talk recklessly. ??With hands together, let’s fight together as brother and sister again. ??In a hundred years, my great-grandchildren might come to visit. ??Grandpa's not in heaven. He's much closer. ??To think you would die before me, how stupid. Approach to individual life.