Yoshida Hideo Memorial Foundation: "CHINA HIGH!" Design & Branding by Dentsu Tokyo

Title: CHINA HIGH!
Advertiser/Client: YOSHIDA HIDEO MEMORIAL FOUNDATION
Product/Service: THE 16TH CHINA INTERNATIONAL ADVERTISING FESTIVAL EXHIBIT
Design/Advertising Agency: DENTSU Tokyo, JAPAN
Yuya Furukawa Dentsu Inc. Executive Creative Director
Yoshihiro Yagi Dentsu Inc. Art Director
Haruko Tsutsui Dentsu Inc. Copywriter
Kazuaki Takai Katachi Co. Ltd. Designer
Minami Otsuka Katachi Co. Ltd. Designer
Tatsuro Aono Taki Corporation Printing Producer
Brief Explanation:
Using the traditional Chinese kite* as a motif, we explored various designs that best express contemporary China. While keeping the unique designs and forms of Chinese kites, we created four totally new kites.
Describe the brief from the client:
Announce the 16th China International Advertising Festival Exhibit, to be held in Japan, as well as design the exhibit venue. The exhibit theme is “China High!” which expresses the vibrancy and power of China.
Description of how you arrived at the final design:
The mated pair of swallows symbolizes “city and traffic,” the green dragon “body and sports,” the panda “food culture,” and the red goldfish “fashion and design.”
Indication of how successful the outcome was in the market:
Three-dimensional kites of the same design were created that visitors were allowed to touch or take outside to fly. This experiential approach was very well received and, as a result, the number of visitors to the exhibit grew threefold. There were quite a few visitors who came to the exhibit after seeing the kites flying in the sky. *The Chinese kite is considered to be the origin of kites around the world. Once used as a signal to announce the start of a war, kites are flown today to drive away evil or as a lucky charm. The Chinese appreciate kites as both a cultural icon, and an international kite festival is held annually. A great number of books have been written on the subject.