English Translation of Main Headlines

MISSION Hay fever is a massive problem for Japanese people, making the Japanese people very sensitive on the problems of air quality. However, we can rarely visualize how poor the air around us is, in our everyday lives. In order to show the effective functions of an air purifier, it was necessary within the advertisement, to make consumers realize that they are surrounded by unseen pollen. IDEA The idea of making the invisible, visible. We used a transparent silicon glue, which catches micro substances floating in the air, and “printed” the glue to create a visual on a poster. We then displayed the posters outside during springtime, when pollen is most abundant. At first, the poster appears to be black. But as the glue on the poster catches the pollen that is floating through the air, the visual gradually begins to appear. By visualizing pollen, by using the actual pollen in the air, consumers came to the realization that they are surrounded by pollen, as well as their strong need for an air purifier.