|Title||COLLOTYPE POSTER NOT JUST AN AD, BUT TRADITIONAL ART.|
|Brand||KYOTO OKAZAKI MEIJI SAKABA EXECUTIVE COMMITEE|
|Product / Service||KYOTO OKAZAKI MEIJI SAKABA|
|Entrant||DENTSU INC. Osaka, JAPAN|
|Idea Creation||DENTSU INC. Osaka, JAPAN|
|Production||DENTSU CREATIVE X INC. Osaka, JAPAN|
|Production 2||KYOTO BENRIDO, JAPAN|
|Kiyoshi Ishikawa||DENTSU INC.||Creative Director|
|Kana Nakao||DENTSU INC.||Art Director|
|Tsuyoshi Nomura||DENTSU INC.||Copywriter|
|Yasuyuki Hori||DENTSU INC.||Copywriter|
|Shuhei Yamashita||DENTSU INC.||Copywriter|
|Ryo Kagami||DENTSU INC.||Producer|
|Osamu Yamamoto||Kyoto Benrido||Printing Master|
|Takehiko Fujino||Kyoto Benrido||Printing Adviser|
|Hideya Iguchi||Dentsu Creative X Inc.||Designer|
|Hidefumi Yoneda||Dentsu Creative X Inc.||Designer|
There are many traditional arts in Kyoto. Especially, MEIJI era which took place in mid 19th century was the epoch, where Japanese culture have encountered western culture. And unique styles of arts and crafts have bloomed throughout the country. However, these traditional cultures are in crisis to disappear today. So, we held an event “Kyoto Okazaki MEIJI SAKABA”. It is an event where you can experience the real traditional culture of Kyoto, as if you have time-traveled. Our missions: 1. Let people know about this event on a small budget. 2. Get people interested in traditional culture of Kyoto.
We decided to use an “endangered” traditional craft to advertise at this event to let people of today touch upon the MEIJI culture directly. COLLOTYPE PRINT is a printing technique that has been widely used in the MEIJI era. But today, there is only one company in the world that can use print with multi-colored collotype. And only few people know about this printing technique.
COLLOTYPE requires a lot of practice and hours to make. Especially, printing plate making takes much time. Spreading gelatin on a glass plate, exposing it, washing it, moistening it... and they need to repeat these processes for each color. These efforts gave the poster rich power of expression that modern printing technology cannot have. For example, BEAUTIFUL GRADATION without any dot. FINE COLOR that the artisans made original color by hand for each work. Designs are following MEIJI era's traditional style. But the colors are so vivid and fine. That’s because we aimed to give a fresh impression to the posters and let people notice “old is the new”. Each poster shows an event content such as art salon, dance performing, flower show in a shrine, live painting in a zoo and crafts exhibition. We exhibited these posters in cultural facilities as artwork with a caption about Collotype.
Many people touched and awed about this unknown traditional art. And many photos of these posters were shared on social media with surprising comments about Collotype. On the night, 10,000 people have visited to the event and enjoyed the MEIJI culture. What we made with these artisans is “Not Just an Ad, But Traditional Art” that people can appreciate. We have successfully carried on one traditional art to the next chapter in a history of Kyoto.