YOU AND IMMUNE SYSTEM. EXHIBITION

TitleYOU AND IMMUNE SYSTEM. EXHIBITION
BrandMEIJI CO., LTD.
Product / ServiceCORPORATE (STUDY OF LACTOBACILLUS)
CategoryD03. Live Events
EntrantDENTSU INC. Tokyo, JAPAN
Idea Creation DENTSU INC. Tokyo, JAPAN
Production KAIBUTSU Tokyo, JAPAN
Production 2 BRAVO Tokyo, JAPAN
Production 3 D2C Tokyo, JAPAN

Credits

Name Company Position
Yusuke Shimazu DENTSU INC. Creative Director
Shunsuke Kaga DENTSU INC. Creative Director
Nao Arai DENTSU INC. Copywriter
Kaihei Ozeki DENTSU INC. Producer
Yusuke Kitani Kaibutsu Art Director
Yuta Ichikawa Bravo Event Producer
Satomi Hiwatari Bravo Event Producer
Hironori Yamaguchi D2C Web Producer
Taro Sugawara D2C Web Planner
Leo Okamoto D2C Web Producer

The Campaign

To make visitors interested in immunity we used art as a method as they do not need academic knowledge but can feel the nature of it. Meiji successfully produced the exhibition of the immune world. The main art work is the detailed and accurate immunocytes illutrations drawn using an electron microscope, the others are art works of music, architecture, image and formative art that were create by each artist's free understanding towards immunity.

Creative Execution

With a unique miniture illustrator, we studied a number of materials under Meiji's research laboratory and doctors of medicine team's supervision, and produced 11 detailed and acculate illustrations of the main micro cells composing the immune function. Based on the illustrations, we designed the venue's whole art direction and advertising announcement. At the nearest station, Omotesando, we had stationjacking posters of the illustrations with bold compositional arrangement. As a result there were many poeple stopping in front of the pictures for its distinctive detailed world they have never seen before. We succeed to make interesting news beforehand.

Indication of how successful the outcome was in the market

Although the exhibition was held only 2 days in a very small gallery, it was a great success as we had over 4,700 visitors and the waiting queue took over 60 minutes at one point. The topic was on many medias including TV, newspapers and SNS. Not only immunity but also NK cell (immune structure's main natural killer cell) that is unusual to hear in everyday life, was a trending tweet during the exhibition. We also successfully contributed to immune educational activity.

Links
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