Pie International Design & Branding, Case study FUKUWARAI BOOK COVER YOU CAN CUT AND PASTE by Dentsu Inc. Tokyo

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Media Design & Branding, Case study
Market Japan
Agency Dentsu Inc. Tokyo
Art Director Ms Rika Eguchi
Released May 2010


Spikes Asia 2011
Design Corporate or Brand Itendity Silver

Credits & Description

Type of entry: Corporate or Brand Itendity
Category: Publications
Agency: DENTSU Tokyo, JAPAN

Art Director: Rika Eguchi (DENTSU INC. Tokyo)

Brief Explanation:
Fukuwarai (Lucky Laugh) is a traditional Japanese game familiar to everyone but rarely played
today. Using it as our motif, we updated the look by photographing a model made up to
resemble the original fukuwarai face. Various parts of the face were printed on adhesive
paper. By changing their positions, the buyer of the book can 're-design' the cover in a number
of ways.
Describe the brief from the client:
Design a cover for a book entitled Eye-Catching Graphics, a collection of posters and direct
mailing pieces with trick graphic designs. Since the book is a compilation of trick designs, the
cover also required a clever gimmick.
Description of how you arrived at the final design:
Fukuwarai is a game in which blindfolded players place different parts of the face - such as the
eyes, nose and mouth - onto an illustration of a blank face and laugh at the humorous results.
We modernized the game to make it more fashionable and used a photograph instead of an
How to play:
1. Remove all facial parts.
2. Place the parts wherever you choose.
3. Completed original book cover.
Indication of how successful the outcome was in the market:
The traditional face used in Fukuwarai was transformed to create a strikingly fresh new visual.
Thus, we effectively communicated the concept of the book - that the idea of a trick or
gimmick can be found in unexpected places in our everyday lives - together with the fun of
trick design. The three different versions of the book cover displayed at bookstores had a
tremendous impact and drew big crowds. Despite its costly price, the book was a big success
and sales were higher than expected by the publisher.