MINISTERY OF FINANCE Case study 2012 TOKYO ANNUAL MEETINGS OF THE IMF AND WORLD BANK GROUP by Dentsu Inc. Tokyo

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2012 TOKYO ANNUAL MEETINGS OF THE IMF AND WORLD BANK GROUP

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Industry Business equipment & services, Corporate Image
Media Case study
Market Japan
Agency Dentsu Inc. Tokyo
Creative Director Hidetoshi Kuranari, Yoichi Komatsu
Art Director Tetsuya Tsukamoto, Masaru Seo
Copywriter Toru Oyama, Shinya Uchida, Nadya Kirillova Dentsu Inc.
Designer Hiroyuki Takahashi, Kohei Ohtsuki, Mizuki Abe
Released May 2013

Awards

Cannes Lions 2013
Design Lions Large Scale Logo and Visual Design Silver

Credits & Description

Type of entry: Graphic Design & Design Crafts
Category: Large Scale Logo and Visual Design
Advertiser: MINISTERY OF FINANCE
Product/Service: ANNUAL MEETINGS OF THE IMF AND WORLD BANK GROUP
Agency: DENTSU Tokyo, JAPAN
Creative Director: Hidetoshi Kuranari (Dentsu Inc.)
Creative Director: Yoichi Komatsu (Dentsu Inc.)
Creative Director/Copywriter: Taro Koshizawa (Dentsu Inc.)
Copywriter: Toru Oyama (Dentsu Inc.)
Copywriter: Nadya Kirillova (Dentsu Inc.)
Copywriter: Shinya Uchida (Dentsu Inc.)
Art Director: Tetsuya Tsukamoto (Dentsu Inc.)
Art Director: Masaru Seo (Dentsu Inc.)
Agency Producer: Masami Oshio (Dentsu Creative Force)
Planner: Tatsuya Shirasu (Dentsu Inc.)
Planner: Nobuyasu Yamada (Dentsu Inc.)
Planner: Dan Ushikubo (Dentsu Inc.)
Planner: Ken Namikawa (Dentsu Inc.)
Planner: Tatsuhiro Ariga (Dentsu Inc.)
Planner: Takefumi Fuchiwaki (Dentsu Tec Inc.)
Web Planner: Kentakebayashi (Dentsu Inc.)
Designer: Kohei Ohtsuki (J.C. Spark)
Designer/Typographer: Nobuhiro Yamaguchi (Yamaguchi Design Institute)
Designer: Hiroyuki Takahashi (J.C. Spark)
Designer: Mizuki Abe (J.C. Spark)
Brief Explanation
-While the world economy was flagging, our goal was to lead countries with opposite opinions to reconciliation.
-To visualize this goal we created a font by redesigning Japanese traditional "Origata" in a modern fashion. Through this font, we visually wrapped the meetings with the idea of leading the opposites to reconciliation and
forming stronger bonds.
-We created a font system that will operate the design of the international meetings which often has a tendency to become complicated.
Describe the brief from the client
Our mission given from the Japanese government was to demonstrate to the world Japan's ability to smoothly operate the world's largest international meetings with over 10,000 participants from 188 countries. At the same time use these meetings as an occasion to raise Japan's reputation by showing the participants and the world the country's unique spirit, advantages and steps to recovery from the disaster.
Design Process
This font system is created by redesigning Japanese traditional method to fold paper called "Origata" in a modern way. "Origata" is the origin of Origami, which represents the idea of leading opposites to reconciliation and forming stronger bonds. We designed the annual meetings with this font system, in which a Japanese spirit of solidarity is present, wishing that in these times of complicated world economy, all the participating nations would come together despite of their different points of views.
Results
-We succeeded to create participant-friendly meetings where all designs were standardized using the font system that highlights Japanese traditions.
-We were able to let participants experience Japanese technology, culture, spirit, and hospitality in every aspect of the meetings, at the same time letting them discover new Japanese attractions through a standardized image.
As a result, the annual meetings were covered by media from 188 countries and over 2000 Japanese newspapers. We were successful in showing Japan's presence.