Background

The total design of DENTSU Advertising Awards 2019. It is the oldest general advertising award in Japan, and honors advertisers for excellence in their communications. Especially in recent years, which have seen tumultuous shifts in advertising communication norms, this award allows us to follow the various trials and errors of companies as they pursue the winning formula.

Describe the creative idea (40% of vote)

We focused on companies’ spirit. Each company needs to create its own values and its own survival strategy in a society that is forever changing. For companies, the toughest challenge is to stay upright, stay afloat, to keep standing in the sea of change, and it is this spirit that we cherish, for it has the power to make the world a more beautiful place.

Describe the execution (40% of vote)

We used pixel-like texture which evokes the modern and digitalized society to form the image of moving waves. In printing, more than 3 special colors realized deep, clean and highly saturated blue which composes a beautiful world in the visuals. In addition, we chose an ink with pearl gloss for the part of wave splash, which increased the presence of waves and the depth feeling in the flat screen.

List the results (20% of vote)

The number of entree resulted 1448 and the number of visitors to the exhibition mounted about 6000, both of which had increased compared to last year.