The Campaign

We wanted to visually express the prestige of the One Show, and how difficult it is to achieve the award. In order to do so, we came up with the following creative concept that reflects the common values found in award winning works: An idea is a “decision”. Making a decision also means giving up other options. Only through repeating this tough decision-making process--Lost & Found--can brands move forward. The path is not for racing with competitors, each is original. As each brand paves its own unique path, the world becomes filled with beautiful, vivid scenery.

Creative Execution

We created 5 variations of our motif "paths" via posters, and designed the interior space to reflect the creative concept. The Gold Pencil winning works were placed on individual plaques symbolizing a unique path. Overall, the face of the exhibition were the bold posters which successfully attracted visitors to the museum.

Indication of how successful the outcome was in the market

The number of visitors to the exhibit increased drastically compared to the previous year. Many came after being drawn to the posters and flyers. We used a special type of pearl ink to maintain the quality of the design, which resulted in a high demand for copies.

Our creative concept--"paths"--visualized the tough decision making process taken by successful brands. By using a simple motif expressed through the approachable medium of posters, we were able to reach out to a wide audience and increase awareness of the One Show in Japan.