DALI-NOH: DALI BACK FROM THE BEYOND

TitleDALI-NOH: DALI BACK FROM THE BEYOND
BrandSALVADOR DALI EXHIBITION
Product / ServiceSALVADOR DALI EXHIBITION
CategoryD03. Live Events
EntrantDENTSU INC. Tokyo, JAPAN
Idea Creation DENTSU INC. Tokyo, JAPAN
Idea Creation 2 DENTSU LIVE INC. Tokyo, JAPAN
Production DENTSU LIVE INC. Tokyo, JAPAN
Production 2 TESSENKAI Tokyo, JAPAN
Production 3 RHIZOMATIKS Tokyo, JAPAN

Credits

Name Company Position
Shiro Murakami DENTSU INC. Planner
Kanji Shimizu TESSENKAI SHITE-KATA
Ryosuke Omachi DAISHIN SEIKI CO.,LTD CEO
Seiichi Saito Rhizomatiks co.,ltd. CEO
Keita Yoneyama DENTSU INC. Producer
Masao Takebayashi Dentsu Live Inc. Producer
Shinichiro Sekiguchi Dentsu Live Inc. Producer
Shiro Murakami DENTSU INC. Planner
Kanji Shimizu TESSENKAI SHITE-KATA
Hiroyuki Matsuda NOHGAKUSHI HUE-KATA
Hiromi Koga NOHGAKUSHI KOTSUDUMI-KATA
Kazuyuki Haraoka NOHGAKUSHI OHTSUDUMI-KATA
Takao Nishimura TESSENKAI SHITE-KATA
Kengo Tanimoto TESSENKAI SHITE-KATA
Takayasu Ando TESSENKAI SHITE-KATA
Yumiko Biwa Freerance Freerance
Masashi Yasunaga DAISHIN SEIKI CO.,LTD Engineer
Kunihiko Kayama DAISHIN SEIKI CO.,LTD Engineer
Shunsuke Omachi DAISHIN SEIKI CO.,LTD Producer
Ayako Watanabe Rhizomatiks co.,ltd. Producer
Tatsuya Ishii Rhizomatiks co.,ltd. Digital Artist
Yoshiki Horie Pyramid film inc. Producer
Kyohei Kanagawa Pyramid film inc. Production Manager
Kohei Sanada Freerance Freerance
Kisyuu Freerance Freerance
Kenji Aritomo TYO Inc. Producer
Yuki Tsujimoto Freerance Freerance

The Campaign

We wanted to envision what would happen if Salvador Dali was here to talk to us today. Noh, having strong themes of resurrection, was the perfect medium for this entry. We decided to create a Noh play in which Salvador Dali himself returns from the grave to talk to us about the present, and pray for the exhibit's success.

Creative Execution

Resurrecting Dali through Noh comprised of three main design elements: an authentic performance by traditional Noh actors; mask design by an engineer and artisan; and visual effects designed by a digital artist. We brought together a variety of design elements and combined them in the style of Noh, a national treasure of Japan and the world oldest traditional performance art. Noh is conservative and extremely resistant to change, so it was especially epoch-making to produce the fully metal mask by machining duralumin. That was the most unique element in this work. More than being simply novel, its design is based on research into deep Japanese classical works. When designing the performance, we produced a new type of traditional music based on knowledge gained from biographies and research on Dali and a knowledge of traditional music.

Indication of how successful the outcome was in the market

The media exposure we received was worth over $1 million in ad spending, and reached unprecedented media outlets for a museum exhibit. Seven TV programs, including business and talk shows, dedicated a combined 27 minutes of air time, while 17 publications and 53 web media outlets wrote up articles about the exhibit. Various media organizations shared powerful images from Dali Noh on social media, further spreading the the news even well after the end of the live event. Approximately 400,000 people visited the Dali exhibit. Many guests from Japan and abroad offered their praise.

We were very limited due to tight artist's likeness rights and works restrictions. Still, we placed the greatest focus on PR, beginning with a press conference in the form of the an opening ceremony. We didn't want to just reach art aficionados, but anyone with a strong interest in culture. We didn't bill this event as an art exhibit, but as a cultural phenomenon of high artistic value. To achieve this, we approached traditional arts as well as media publications. This allowed us to place emphasis on the new value created by Japanese performing arts and craftsmanship.

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