|Title||ONLY FOR AESTHETIC EYES|
|Brand||GOOD MORNINGS CO., LTD|
|Product / Service||3RD_PAGE|
|Category||D02. Point of Sales, Consumer Touchpoints & In-store Collateral|
|Entrant||DENTSU INC. Tokyo, JAPAN|
|Idea Creation||DENTSU INC. Tokyo, JAPAN|
|Production||CREATIVE POWER UNIT Tokyo, JAPAN|
|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|
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.
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.
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.