|Brand||DENTSU AND MINISTRY OF EDUCATION OF THE PEOPLE'S REPUBLIC OF CHINA|
|Product / Service||JAPAN-CHINA ADVERTISING EDUCATIONAL PROJECT 20TH ANNIVERSARY EXHIBITION|
|Category||A01. Creation of a new Brand Identity: Consumer / Corporate / Non-profit|
|Entrant||DENTSU INC. Tokyo, JAPAN|
|Idea Creation||DENTSU INC. Tokyo, JAPAN|
|Production||PLUG Tokyo, JAPAN|
|Production 2||WASA-BE ADVERTISING Tokyo, JAPAN|
|Production 3||TYMOTE Tokyo, JAPAN|
|Yoshihiro Yagi||DENTSU INC.||Creative Director/Art Director|
|Haruko Tsutsui||DENTSU INC.||Copywriter|
|Miharu Matsunaga||DENTSU INC.||Art Director|
|Teru Tsujinaka||DENTSU INC.||Copywriter|
|Haruko Kato||Wasa-be Advertising Inc.||Producer|
|Masaho Ohta||NISSHO||Printing Director|
The concept of our idea is "new structure." The motif is a method of wooden construction named "Shikuchi Tsugite" (jointing and coupling), which has evolved through technology exchange between Japan and China. We expressed, through education and human resource development, countries can connect to one another the right way, and how that connection helps create a new world.
We created everything that would reach the participants’ eyes and hands – the space design of the memorial ceremony venue, concept movie, poster and trophies.
As a compilation of 20 years of this project, we succeeded in raising its brand value and clearly defining the brand concept.
We expressed the connection between countries and with the world through "Shikuchi Tsugite," a traditional architectural technology that has developed between Japan and China.