Background

The Dentsu Advertising Awards rank as Japan’s oldest and are particularly distinctive as they are presented to clients of advertising firms. Our task was the branding this advertising award itself.

Describe the creative idea (40% of vote)

Award winners are clients, companies that have fostered amazing brands. Celebrating the brand and all the individuals involved in its creation is what undoubtedly makes this advertising award so unique. Such wonderful brands are not born in a day, they are the culmination of hard work and long hours over a considerable period of time. Within each organization, passionate individuals driven by personal ideals team up to forge a path of commitment, together charting a beautiful yet disciplined trajectory. Each team builds hive-like connections, each collaboration produces a unique “honey” which delights us all. That sweet nectar, in turn, energizes and empowers society.

Describe the execution (40% of vote)

The original gold color was toned by silk screen printing. By applying five layers of UV inkjet printing on top of that The result is a beautiful and three-dimensional expression.

List the results (20% of vote)

Although most firms have curtailed their advertising budgets during the pandemic, award applications still flowed in. Applications with ads related to the pandemic and other social issues increased markedly, providing an opportunity to reward those committed to brands deeply touching society.