Background

As the the D&AD 2019 Exhibition in Japan was to be held at The Ad Museum Tokyo, we had to come up with a design concept for the posters, museum decor, etc. Our challenge was to create interest for the prestigious award that was little-known in Japan, by focusing on the value and impact that design has on our lives.

Describe the creative idea (40% of vote)

Brilliant design roots itself in the world and influence people and society without being noticed. Based on that idea, we created a design system with simplified botanical motifs to express the diverse ways design sneak into humanity. It was an exciting and playful way to visualize what humans never noticed.

Describe the execution (40% of vote)

The design system was adapted to posters, the Museum website, DMs, and exhibition decor. In the exhibition, visitors were able to post their vote to their favorite work with a sticker of small botanical unit- making the visitors experience the "invasion," too.

List the results (20% of vote)

The exhibition reached up to 16,617 visitors. Visitors survey showed many people stopping who got to know D&AD for the first time. A number of people also requested the exhibition touring to other cities in Japan. Last but not least, the D&AD global chairman and Japan representative highly praised the visual communication upon their official visit.