BEAUTIFUL INVADERS

Short List
TitleBEAUTIFUL INVADERS
BrandTHE AD MUSEUM TOKYO
Product / ServiceD&AD AWARDS 2019 EXHIBITION IN JAPAN
CategoryB01. Brand & Communications Design
EntrantDENTSU INC. Tokyo, JAPAN
Idea Creation DENTSU INC. Tokyo, JAPAN
Production PLUG Tokyo, JAPAN

Credits

Name Company Position
Yuya Furukawa Dentsu Inc Executive Creative Director
Yoshihiro Yagi DENTSU INC. Creative Director
Haruko Tsutsui Dentsu Inc Copywriter
Maiya Kinoshita Dentsu Inc Copywriter
Rio Ebato DENTSU INC. Art Director
Yoshihiro Yarita Plug Ltd. Designer
Kao Yi-Wen Plug Ltd. Designer
Takuya Habu Plug Ltd. Designer
Rui Yaguchi Dentsu On Demand Graphic Inc. Print Producer

Cultural / Context information for the jury

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.

Translation. Provide a full English translation of any text.

(Statement Poster Text) Design knows human desires. The desire for comfort. The desire for pleasure. Since the beginning of humanity, design has been on an endless journey to explore desires. Unknowingly, gradually, boldly, kindly, fiercely. Beautiful by nature, forever becoming its optimal self. Design invades the world, with love.

Tell the jury about the art direction.

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. 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.