DMG::EVENTS JAPAN CO. Design & Branding, Case study MAGNETIC WORLD by Hakuhodo Tokyo

MAGNETIC WORLD

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Industry Shows, Events & Festivals
Media Design & Branding, Case study
Market Japan
Agency Hakuhodo Tokyo
Director Naomi Izumida
Creative Director Masaru Kitakaze
Art Director Go Hosokawa
Producer Takaya Ohmura
Photographer Yusuke Oka
Editor Muga Nihei
Released May 2013

Awards

Cannes Lions 2013
Design Lions Small Scale Projections Gold

Credits & Description

Type of entry: Graphic Design & Design Crafts
Category: Small Scale Projections
Advertiser: DMG::EVENTS JAPAN CO.
Product/Service: AD:TECH TOKYO 2012
Agency: HAKUHODO Tokyo, JAPAN
Sound Design/Arrangement: Toru Midorikawa (Melody Punch)
Editor: Muga Nihei (Tohokushinsha)
Director: Naomi Izumida (Tohokushinsha)
Producer: Takaya Ohmura (Tohokushinsha)
Photographer: Yusuke Oka (Hakuhodo Product's)
Art Director: Go Hosokawa (Hakuhodo)
Creative Director: Masaru Kitakaze (Hakuhodo)
Brief Explanation
In order to accumulate the brand recognition, communication which has the strongest impact and message to the audiences was necessary.
Describe the brief from the client
ad:tech is an interactive advertising and technology conference and exhibition that takes place globally but the event itself and its significance haven't been fully recognized in Japan yet.
Design Process
Our living space is filled with invisible life-force.
To convey this invisible energy, we chose magnet and iron sand, because they are the most archaic and familiar motifs to visualize energy.
By using these images, we visualized the synergy created by the sessions, and people being attracted by the invisible force.
The sessions have unique themes such as "Synchronization" and "Repulsion."
We thought that all these energy forces are what make ad:tech attractive.
Results
The event generated over 181% visitors compared to last year's result.