YOSHIDA HIDEO MEMORIAL FOUNDATION: 2008 One Show Exhibition

Credits:

Advertiser/Client: YOSHIDA HIDEO MEMORIAL FOUNDATION
Product/Service: 2008 ONE SHOW EXHIBITION
Entrant Company: DENTSU Tokyo, JAPAN
Design/Advertising Agency: DENTSU Tokyo, JAPAN
Creative Credits
Name Company Position
Yuya Furukawa Dentsu Creative Director
Haruko Tsutsui Dentsu Copywriter
Yoshihiro Yagi Dentsu Inc. Art Director
Katachi Katachi Production Company
Yo Kimura Katachi Designer
Yuka Yokokawa Katachi Designer
Takeshi Arimoto Style Printing Printing Producer
Takehide Tarusawa Yoshida Hideo Memorial Foundation Advertiser's Supervisor
Details
Brief Explanation:
Generate traffic with an idea that connects the venue with the visitors. We sent a direct mailer, “Dig! DM,” with a miniature digging tool inside (e.g, shovel or shovel car), inviting the recipient to bring it and “dig into the world of creative ideas.”
Describe the brief from the client:
To design an exhibition for the OneShow 2008 in Japan. OneShow is one of the world’s most coveted and difficult to win awards, but it is not as well known as Cannes. The aim of the exhibition design therefore was to create interest in OneShow among the Japanese public and to generate traffic to the exhibition.
Description of how you arrived at the final design:
Once at the venue, the visitor is absorbed in the world of brilliant creative works “dug up” from around the world. Posters, pamphlets and panel display at the venue were based on the concept that “coming up with brilliant ideas is as hard a job as finding gold (= Gold Pencil),” trying to capture the creator’s unending pursuit of creative ideas, in a subdued color scheme of white, black and gold.
Indication of how successful the outcome was in the market:
The number of visitors to the exhibit increased 40% compared with the previous year. Many came after being attracted by the poster and the direct mailer. The fact that all the pamphlets and leaflets were gone in xx days was a surprising reaction that we did not expect.