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.

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.

Meiji a yogurt maker believes that understanding immunity leads to support human health. To make this difficult theme of immunity more accessible, Meiji managed to help non-experts to understand immunity and human health successfully using art as a filter and exhibition as a method.

To make visitors interested in immunity we used art as a method as they do not need accademic 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 created by each artist's free understanding towards immunity.