Dentsu Design & Branding JAPAN BULLET ZING! THUNK! by Dentsu Inc. Tokyo

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Industry Advertising agencies, Business equipment & services, Advertising & Communication
Media Design & Branding
Market Japan
Agency Dentsu Inc. Tokyo
Creative Director Naoto Oiwa, Yasuharu Sasaki
Art Director Yoshihiro Yagi
Copywriter Haruko Tsutsui
Designer Yo Kimura, Katsutoshi Hanada
Released March 2010


Clio Awards 2011
Design Self-Promotion Silver

Credits & Description

Category: Self Promotion
Advertiser: DENTSU
Agency: DENTSU
Date of First Appearance: Apr 20 2010
Entrant Company: DENTSU, Tokyo, JAPAN
Creative Director: Naoto Oiwa (DENTSU INC.)
Creative Director: Yasuharu Sasaki (DENTSU INC.)
Art Director: Yoshihiro Yagi (DENTSU INC.)
Copywriter: Haruko Tsutsui (DENTSU INC.)
Agency Producer: Hiroki Takasaki (DENTSU INC.)
Agency Producer: Keiko Furuichi (DENTSU INC.)
Designer: Yo Kimura
Designer: Katsutoshi Hanada
Senior Account Manager: Wendy Colman
Printing Producer: Takeshi Arimoto
Media placement: Event Design - Tokyo Innovation - New Dentsu LOndon Office Opening Exhibition - 14 April 2010

Describe the brief from the client
Design and produce a reception for the opening of the new Dentsu London office and an exhibition of Japan’s latest advertising work as well as its culture and technology. The aim of the reception was to allow visitors to experience and enjoy what the exhibition had to offer.

Describe the challenges and key objectives
The design motif was the shuriken, a small star throwing weapon used by ninja, aiming to “pierce” the hearts of visitors with “sharp” creative ideas.

Describe how you arrived at the final design
The “origami shuriken” was intended to communicate speed, sharpness and precision, like a bullet. Made of two pieces of paper, it symbolized a powerful weapon in the world of advertising, to be realized by combining two elements, Tokyo and London, through Japan’s craftsmanship and technology. This was visually executed by the simple use of black and white. The use of bold diagonal lines in the background to communicate speed is a technique used in Japanese manga.

Give some indication of how successful the outcome was in the market
The event was a huge success and drew approximately 250 visitors in two days. The exhibition was well received and we received many offers from New York, Brazil, Hong Kong and Singapore.