THE MONSTER IS COMING by Dentsu Inc. Tokyo for D&AD

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THE MONSTER IS COMING

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Industry Culture, Leisure & Sport, Shows, Events & Festivals
Media Design & Branding
Market Japan
Agency Dentsu Inc. Tokyo
Creative Director Yuya Furukawa
Art Director Yoshihiro Yagi
Copywriter Haruko Tsutsui
Released February 2009

Awards

Clio Awards 2011
Design Posters Bronze

Credits & Description

Advertiser: YOSHIDA HIDEO MEMORIAL FOUNDATION
Product/Service: D&AD 2010 EXHIBITION IN JAPAN
Agency: DENTSU
Date of First Appearance: Oct 6 2010
Entrant Company: DENTSU, Tokyo, JAPAN
Executive Creative Director: Yuya Furukawa (DENTSU)
Art Director: Yoshihiro Yagi (DENTSU)
Copywriter: Haruko Tsutsui (DENTSU)
Production Producer: Tatsuro Aono
Printing Producer: Takeshi Arimoto
Media placement: Posters - D&AD 2010 Exhibition In Japan (Museum), & Around The Station - 6 Octorber 2010
Describe the brief from the client
Design the exhibition venue for the coveted D&AD Awards. The target was creative people involved in design in Japan. The aim was to design a venue that appealed to the target in a powerful and straightforward manner.
Describe the challenges and key objectives
To announce the arrival of a “monster” of an exhibition of excellent work beyond imagination, we used horror movies as the theme and turned the venue into a haunted house.
Describe how you arrived at the final design
The design consisted of red graphics, a color that stimulates people’s curiosity for the horror, together with black and white photos and hand-written letters, to create the feel of horror while still looking cool and modern. We selected translucent paper and a technique for printing on both sides, and succeeded in producing posters that looked so fascinating that one would want to touch and feel them.
Give some indication of how successful the outcome was in the market
The movie shown at the entrance attracted people, while the graphics on the walls worked to lead the visitors naturally into the exhibition, making the entire venue entertaining to the visitors. The number of visitors doubled from the previous year. The direct mail and leaflet with the same motif both ran out during the first half of the exhibition period and were reprinted.