EXPANDING CURRENCY HORIZON

TitleEXPANDING CURRENCY HORIZON
BrandDECURRET
Product / ServiceCORPORATE ADVERTISING
CategoryG05. Motion Graphics Design & Animation
EntrantDENTSU INC. Tokyo, JAPAN
Idea Creation DENTSU INC. Tokyo, JAPAN
Production CREATIVE POWER UNIT Tokyo, JAPAN
Production 2 PEN. Tokyo, JAPAN
Additional Company TYO INC. TYO DRIVE Tokyo, JAPAN
Additional Company 2 KAIBUTSU Tokyo, JAPAN

Credits

Name Company Position
Yoshihiro Yagi DENTSU INC. Creative Director
Haruko Tsutsui DENTSU INC. Copywriter
Sayaka Arimoto DENTSU INC. Copy Writer
Eri Ohno DENTSU INC. Art Director
Taiji Kimura PEN. Inc. Art Director
Daisuke Hatakeyama Creative Power Unit Art Director
Masashi Fujita Creative Power Unit Designer
Ryosuke Sone DENTSU INC. Film Planner
Takuya Demura CAVIAR Inc. Film Director
Toru Sasaki handsome tracks inc. Music
Yuta Harasawa TYO Inc. TYO drive Producer
Kanae Harada TYO Inc. TYO drive Production Manager
Scott Lehman Lehmanad Copy Writer
Kenichi Higuchi Kenichi Higuchi Photo Office Photographer
Hiroyuki Nakagawa Gris inc. Photo Retoucher
Minoru Nishikigi amana inc. Photo Producer
Taira Kono amana inc. Photo Producer
Yoshitaka Nakano DENTSU INC. Producer
Takefumi Sano DENTSU INC. Account Executive
Aki Inoue DENTSU INC. Account Executive
Tomoya Okutani DENTSU INC. Account Executive

Background

Our brief was to create branding for DeCurret, a newly established digital currency exchange in Japan. In particular, we needed to overcome public distrust of digital currencies that had grown in the wake of the January 2018 theft of approximately USD530 million from a Japan-based exchange operated by Coincheck, Inc. 【Cultural Background】 With its low crime rate, Japan is a country where cash continues to be the de facto standard for transaction settlement. Even credit card use is less than half that of the United States, Great Britain, and South Korea. As a result, public awareness of digital currencies is low, and barriers to their widespread acceptance remain high.

Describe the creative idea (40% of vote)

Our creative idea was to position DeCurret as a “central bank” for digital and fiat currencies. By associating the DeCurret brand with the stability and security that central banks provide, we could clearly differentiate it from exchanges that promote the profit potential and “money game” aspect of digital currency investments. In keeping with the central bank image, we created a brand logo modeled on the supercontinent of Pangea, reflecting the myriad interactions and opportunities that arise when previously separate land masses and life forms come together. We also incorporated a grid motif into the logo to express the ideas of digital infrastructure, technology, and human interaction. We also created a brand movie that gave visual expression to the invisible flow of digital currencies in a virtual world.

Describe the execution (40% of vote)

We selected gold as the primary brand color because gold is associated with the highest standard of service, security, and corporate responsibility. In Japan, it also represents prosperity, reflecting the expanded opportunities that the platform offers to individuals and businesses. In our brand movie, we showed the organic movement of money in the virtual realm to demonstrate the role that digital currencies can play as financial tools for better living. We also synchronized the movement of on-screen elements with the soundtrack to create a more engaging viewing experience.

List the results (20% of vote)

In the wake of the Coincheck scandal, DeCurret was the first company in Japan to be certified as a registered operator of a virtual currency exchange service. Its credibility and grand vision were effectively communicated to the Japanese public, and it successfully attracted many leading Japanese companies as shareholders, resulting in a number of proposed future business collaborations.

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