Mitsubishi Estate: Coming Moon

Credits:

Type of Entry: Corporate or Brand Identity
Category: Publications
Title: COMING MOON
Advertiser/Client: MITSUBISHI ESTATE CO & IDEE CO
Product/Service: HAIKU EVENT
Entrant Company: DENTSU KANSAI Osaka, JAPAN
Design/Advertising Agency: DENTSU KANSAI Osaka, JAPAN
Creative Credits
Name Company Position
Yoshihiro Yagi Dentsu Kansai Art Director
Yoshihiro Yagi Dentsu Kansai Designer
Haruko Tsutsui Dentsu Copywriter
Yo Kimura Katachi Co. Designer
Chie Ichida Katachi Co. Illustrator
Nao Morimi Silkscreen Print
Takeshi Arimoto Style Printing Co. Printing Producer
Details
Brief Explanation:
Young Japanese people are not that interested in traditional Japanese culture such as “Moon viewing”. Therefore we focused more on the familiar side of it. The “Moon viewing” is a traditional event that takes place in Japan every year around mid-September, when the moon looks most beautiful.
Describe the brief from the client:
We aim to increase the number of participants in the event and make a good impression on the event.
Description of how you arrived at the final design:
This contains images and stories associated with the moon, to make the readers feel as if they are “Moon viewing”. A dot, used to resemble the moon, is featured in every page. The booklet contains “Wolfman,” who turns into a wolf on the night of the full moon; “Kaguya-hime” (Moon Princess), an old Japanese fairy tale; and the “The Space Rabbit”.
Indication of how successful the outcome was in the market:
Although initially intended as a one-off, it was decided to make the event quarterly due to the very positive response. The book of haiku composed by the party organizer also sold very well.