Background

Ofuro is the culture unique to Japan. Many foreigners visit Japan to experience Ofuro culture such as Onsen and Sento.On the other hand, a number of the youth who enjoy relaxing with Ofuro has been decreasing in those busy days. OFUROBU is a web media which help people rediscover the value of Ofuro through the youth perspective.　It is operated by NORITZ, a water heater manufacturer, and 250 young writers all over Japan are posting their articles through SNS.We Dentsu created this poster about the conference which 250 writers attended.We expressed the value of Ofuro “visually” to attendees who work daily with words by this poster.

Describe the creative idea (40% of vote)

This picture touched their hearts and changed their mind that the words cannot express all attraction of Ofuro: warmth, comfort, gracefulness, etc.Moreover, this became a trigger to change a policy of OFUROBU.

Describe the execution (40% of vote)

I want you to feel the warmth and comfort of the bath more realistically. The printing technology we chose superimposed UV inkjet on many layers, expressed the hot water by creating a three-dimensional feeling. I wanted to express waves of hot water even in fonts. Just like the illustration, I shot fonts from above the tracing paper. And that distortion and blur is digitally processed. The parts that are used in hot water has become a visual where distortion is born.

List the results (20% of vote)

The policy of media management was a catalyst for renewed determination to use not only words but also all means. In addition, the writers led to an increase in the image of the bath, which led to an increase in motivation. The activity of the bath club has expanded year by year, and the number of writers has also risen."