ADVERTISING MUSEUM TOKYO: D&AD 2008 Exhibition In Japan

Credits:

Advertiser/Client: THE YOSHIDA HIDEO MEMORIAL FOUNDATION/ADVERTISING MUSEUM TOKYO
Product/Service: EXHIBITION OF CREATIVE AWARDS
Entrant Company: DENTSU KANSAI Osaka, JAPAN
Design/Advertising Agency: DENTSU KANSAI Osaka, JAPAN
Creative Credits
Name Company Position
Yuya Furukawa Dentsu Inc. Creative Director
Yoshihiro Yagi Dentsu Inc. Art Director/Designer
Haruko Tsutsui Dentsu Inc. Copywriter
Yo Kimura Katachi Co./Ltd. Designer
Takeshi Arimoto Style Printing Co. Printing Producer
Megumi Oyama Photographer

Details
Brief Explanation:
D&AD is one of the most prestigious international award competitions, but in Japan it is known only to a small number of people in the advertising industry. Our target was creative people involved in graphic design. We selected direct mail as our medium and created a piece that would surprise the recipients and spur them to take action.
Describe the brief from the client:
We aim to increase recognizability of D&AD in the advertising industry.
Description of how you arrived at the final design:
One day, you receive an origami Pencil, and it's a poster announcing the D&AD exhibition. There is a message, “You've received a Pencil!?”, together with an invitation to the exhibition. At the venue, there is an area where you can make your own origami Pencil. Participants talked about this to others and wrote about it in their blogs, and thus word of the D&AD Exhibition spread virally.
Indication of how successful the outcome was in the market:
Our new attempt of having the direct mail recipients and visitors to the exhibition “experience a creative process” turned out to be a success. In conventional exhibitions, the award-winning works are simply shown as exhibits, so the participatory aspect was very well received. As a result, the number of visitors was more than three times higher than the previous year.