Sumida Aquarium Ambient, Design & Branding, Case study A CATCH PHRASE FLOATING IN EVERY FISH TANK [video] by Dentsu Inc. Tokyo

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Industry Culture, Leisure & Sport
Media Ambient, Design & Branding, Case study
Market Japan
Agency Dentsu Inc. Tokyo
Creative Director Hirozumi Takakusaki, Yuki Kishi
Art Director Kouichirou Toda
Copywriter Nobuko Funaki, Fumi Anan
Designer Ryo Watanabe, Erika Suto
Released November 2012

Credits & Description

Agency: DENTSU
Category: Public Spaces
Copywriter: Funaki Nobuko (Dentsu Inc.)
Copywriter: Fumi Anan (Dentsu Inc.)
Art Director: Kouichirou Toda (Dentsu Inc.)
Account Executive: Shunsuke Yamanaka (Dentsu Inc.)
Creative Director: Takakusaki Hirozumi (Dentsu Inc.)
Designer: Erika Suto (Dentsu Inc.)
Creative Director: Yuki Kishi (Dentsu Inc.)
Planning Director: Akio Iijima (Dentsu Inc.)
Designer: Ryo Watanabe (J.C.Spark)
Utilizing the unique Japanese characteristics which can be written vertically, we describe one unique aspect of the fish in only a few vertical words on an acrylic panel and insert it inside the fish tanks. As a result, we succeeded in creating the right environment so that visitors would be willing to read the explanations, which used to be ignored for so long, and they would take an unforced interest in the living creatures in water tanks.
We have achieved the goal of entertaining people and making them learn at the same time through the power of the catch phrases.At the same time, we succeeded in showing the solution of the educational issue in Japan that more young Japanese are moving away from the natural science. As a result, this place utilized by our advertising technique lead to establishing a distinctive characteristic of Sumida Aquarium.
Brief Explanation
Entertaining people and making them learn at the same time has always been a challenge for aquariums. We intended to take a big step forward in solving it by the combination of a good idea and good design.By applying a very simple advertising technique to an aquarium, we succeeded in one of the most important aspects of education: sparking people’s curiosity.
Client Brief Or Objective
Aquariums, once important places of learning, progressively became entertainment spots. People still look at the fish tanks, but they don’t show much interest in the creatures inside. Furthermore, most of them don’t read the explanations on the side of fish tanks anymore.We are requested to suggest an idea to stimulate people’s curiosity for the creatures within limited budget and space.