KEEP STANDING. -THE ETERNAL CHALLENGE FOR BRANDS-

TitleKEEP STANDING. -THE ETERNAL CHALLENGE FOR BRANDS-
BrandTHE DENTSU ADVERTISING AWARDS SELECTION COUNCIL
Product / ServiceDENTSU ADVERTISING AWARDS 2019
CategoryB01. Brand & Communications Design
EntrantDENTSU INC. Tokyo, JAPAN
Idea Creation DENTSU INC. Tokyo, JAPAN
Production J.C. SPARK Tokyo, JAPAN
Production 2 P.I.C.S Tokyo, JAPAN

Credits

Name Company Position
Yuji Higuchi DENTSU.INC Art Director
Yoshihiro Yagi DENTSU.INC Creative Director
Haruko Tsutsui DENTSU.INC Copywriter
Akane Katono DENTSU.INC Copywriter
Kouhei Ohtsuki J.C. SPARK INC. Graphic Designer
Akiyori Akashi J.C. SPARK INC. Graphic Designer
Ryo Ikeda P.I.C.S. CO.,LTD. Producer
Haruka Tanji P.I.C.S. CO.,LTD. Production Manager

Cultural / Context information for the jury

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.

Translation. Provide a full English translation of any text.

-Credit- ・第72回 広告電通賞展 The 72th Exhibition of DENTSU Advertising Awards -Copies- ・プライドは足枷か。 -Is our pride bound in fetters? ・こわいうちは、うまくいく。 -In the face of fear, we may fly. ・まだ奇跡じゃない。 -Miracles are not an option. ・飽きてるヒマなんてない。 -No time to get bored. ・信じるから前なんだ。 -There is a way ahead, if you believe so.

Tell the jury about the art direction.

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. 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.