TOTAL ART DIRECTION by Good Design Company for Tama Art University

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TOTAL ART DIRECTION

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Industry Colleges, Universities & Education Centers
Media Design & Branding
Market Japan
Agency Good Design Company
Art Director Manabu Mizuno
Designer Good Design Company
Photographer Sayuki Inoue
Released July 2010

Credits & Description

Category: Consumer Services
Advertiser: TAMA ART UNIVERSITY
Product/Service: ART DIRECTION FOR OPEN CAMPUS
Agency: GOOD DESIGN COMPANY
Date of First Appearance: Jul 17 2010
Entrant Company: GOOD DESIGN COMPANY, Tokyo, JAPAN
Art Director: Manabu Mizuno (good design company)
Designer: good design company (good design company)
Photographer: Sayuki Inoue (Snappin' Buddha)
Media placement: Direct Mailing - Mailing To Student - 1 Apr 2010
Media placement: Poster - School, Stations, - 10 July 2010
Media placement: T Shirts - Tama Art University Students - 17July 2010
Media placement: Maps - Students Came To The Tama Art University - 17 July 2010
Media placement: Badges - Tama Art University Students - 17 July 2010
Media placement: Original Notes Books - Tudents Came To The Tama Art University - 17 July 2010

Describe the brief from the client
This school is a famous art university in Japan.
We were asked to do the Total Art direction for open campus.

Describe the challenges and key objectives
This school is a famous art university in Japan. They had never done such large-scale advertising before in newspapers, on train station billboards, or so on. When we started, the first thing we asked ourselves was "Will creating and publishing advertisements for a university really benefit it, or be good for its image?" A lot of people may not react positively. And so, when we created copy that would communicate the school's philosophy in some way, we did it not only for (prospective) students, but also with parents in mind.

Describe how you arrived at the final design
We ended up producing a variety of things. The posters, for example, we made with folds in them so that just by folding parts of them up or down, you could easily imagine being able to make things - consistent with the idea that the school is a place where you learn to make things. Other items included maps, badges, bags, and so on.

Give some indication of how successful the outcome was in the market
After the campaign, the number of students coming to the school surpassed the previous year.