ONLY FOR AESTHETIC EYES

Short List
TitleONLY FOR AESTHETIC EYES
ClientGOOD MORNINGS CO., LTD
Product / Service3RD_PAGE
CategoryD02. Point of Sales, Consumer Touchpoints & In-store Collateral
EntrantDENTSU INC. Tokyo, JAPAN
Idea Creation DENTSU INC. Tokyo, JAPAN
Production CREATIVE POWER UNIT Tokyo, JAPAN

The Campaign

Considering 3rd_PAGE is a members-only lounge for a more senior clientele who are aesthetically sophisticated, we wanted the installation to spark their imagination. Because the space was surrounded by bookshelves, our idea was to create bookmarks that are intellectually stimulating.

Creative Execution

We created 3 themes “The Screw” “The Doorknob” “The Gear”. Each bookmark has a story or image seen behind the eyes of a imaginary collector who is obsessed with these ordinary tools. By placing the various bookmarks in books found throughout the lounge, we were able to provide a unique experience where members were able to please their aesthetic eye and find joy and beauty in the little things in life.

Indication of how successful the outcome was in the market

In a world where everyone is shouting to be heard, we instead aimed not to be heard. The carefully crafted bookmarks were only for those who were aesthetically curious, who sought the information. This manner struck a chord with the sophisticated senior clientele, with a high demand to collect all bookmarks. Not only did the installation blended seamlessly into the environment, it contributed greatly to the cultured and refined brand image.

Credits

Name Company Position
Yoshihiro Yagi DENTSU INC. Creative Director
Haruko Tsutsui DENTSU INC. Copywriter
Marie Ono DENTSU INC. Copywriter
Aya Hamada DENTSU INC. Copywriter
Satomi Takeda DENTSU INC. Copywriter
Toshiko Eto DENTSU INC. Account Executive
Daisuke Hatakeyama Creative Power Unit Art Director
Sho Tsujioka DENTSU INC. Designer
Naomi Okamura DENTSU INC. Designer
Shinya Tamura Dentsu On Demand Graphic Inc. Printing Director