The Campaign

"XD" represents the emoticon, as well as the exhibition theme "MULTIPLY YOU DENTSU" (with the "X" for multiply and "D" for Dentsu). One can say that the emoticon was born from digital technology, and through its dynamic existence within a diverse range of languages and expressions, has established itself as a distinct form of communication. Similarly, we hoped to represent DENTSU's goal of bringing a smile on people's faces through innovation, and also by reaching beyond the conventional realms of an advertising agency, especially in a world that could move towards technological singularity.

Creative Execution

This design was extended to all the following elements. LED display: We installed a large LED display on the back of the booth and screened movies the entire. Booth: We designed a large laugh bag that could store goods, as well as T-shirts for the staff to wear. Novelty merchandise: Tote bags, postcards, and laughing bags were distributed free to visitors to the booth. Website: Introducing the concepts behind the SXSW exhibit, and details about the exhibits. Posters: Posted in the venue. Through simultaneous deployment of online and off-line, we reached the eyes of SXSW visitors and people all over the world interested in SXSW.

Indication of how successful the outcome was in the market

During the SXSW2018 exhibition, many people stopped into the booth and it was covered by the media of over 30 countries. Each of the exhibited projects received many inquiries from various companies and investors, and they are now proceeding to the next stage toward commercialization. Also, Dentsu's SXSW exhibition attracted a great deal of attention from within the company, and a broader range of people are applying to work there., The world is now surging toward an era where free thinking beyond the boundaries of common sense is required. The concept "XD" will not be limited to this exhibition, as we believe it will be a major trajectory of Dentsu into the future.