Nihonbashi Traditional Culture Festival Design & Branding, Case study Modern Kidai Shoran [image] by Dentsu Inc. Tokyo

Modern Kidai Shoran [image]

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Industry Shows, Events & Festivals
Media Design & Branding, Case study
Market Japan
Agency Dentsu Inc. Tokyo
Executive Creative Director Kenichi Sakuta
Creative Director Takanao Yajima, Yoh Akagi
Art Director Takahiro Tsuchiya
Released December 2016

Awards

Spikes Asia 2017
Design Motion Graphics Design & Animation Bronze Spike

Credits & Description

Client: Nihonbashi Cultural Exchange Festival Executive Committee
Agency: Dentsu Inc. Tokyo, Japan
Entrant: Dentsu Inc. Tokyo, Japan
Idea Creation: Dentsu Inc. Tokyo, Japan
Media Placement: Dentsu Inc. Tokyo, Japan
Production: Groovisions Tokyo, Japan
Executive Creative Director: Kenichi Sakuta (Dentsu Inc.)
Creative Director: Takanao Yajima (Dentsu Inc.)
Creative Director: Yoh Akagi (Dentsu Inc.)
Art Director: Takahiro Tsuchiya (Dentsu Inc.)
Account Executive: Kei Nakamura (Dentsu Inc.)
Chief Producer: Kentaro Hiratsuka (Dentsu Inc.)
Director: Groovisions (Grv Co.,ltd)
Event Producer: Kaoru Iwatani (Ray Corporation)
Advisor: Junko Yamada (Spacemy)
Describe the campaign/entry:
Our challenge was to restore the former pride and vibrancy of Nihonbashi, like the one depicted in this painted picture scroll. To that end, we thoroughly studied the painted scroll, and created a new "Kidai Shoran" picture scroll using contemporary animation techniques. This animation is to serve as a symbol of looking to evolve Nihonbashi into the future while still inheriting the traditions and essence of the Edo period.
Creative Execution:
"Reproduction of tradition"
First, color charts were designed based off people's clothes from 200 years ago and the colors of other materials and buildings of the time. People's body shapes, minute gestures, authentic building lines, occupations and customs are faithfully reproduced.
"Fusion with the present age"
Secondly, we implemented a directive to merge the reproduced designs with modern-day Nihonbashi. Our message was that the soul of the people of Nihonbashi would be restored to the present age again.
Indication of how successful the outcome was in the market:
The production was officially recognized for it’s historical value, and it was decided to be exhibited at the Edo-Tokyo museum. This animation grabbed the hearts of many people with ties to Nihonbashi, and became a new symbol of Nihonbashi.
As to how Nihonbashi in modern-day Tokyo...
Although long-established stores remain with successors inheriting and preserving the essence of the Edo period, many contemporary buildings line up next to them. The prosperous atmosphere of the past has diminished, paling in comparison to other towns such as Ginza and Shibuya. People in the city cherished seeing the liveliness of 200 years ago in the picture scroll, while at the same time, lamented day after day over how to regain and maintain that liveliness into Nihonbashi's future.