Dentsu Design & Branding NANDEMO-ARI by Dentsu Inc. Tokyo

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NANDEMO-ARI

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Industry Recruiting
Media Design & Branding
Market Japan
Agency Dentsu Inc. Tokyo
Creative Director Akihisa Goto, Tomoya Shingae
Copywriter Yusuke Ozawa, Yasuhisa Nito, Masatoshi Kurita, Koji Kanzaki, Masashi Shitaohbora, Naoto Tamura, Akiko Hanadam, Maiha Sato, Ikumi Tonosaki, Akiyo Ogawa, Kohei Yoshino, Takashi Koyama, Makoto Nagahisa, Reiko Mitsui
Designer Masakatsu Amemiya, Tetsuya Hayashida, Mitsuharu Orita, Minako Maruyama, Yuji Tateishi, Hideaki Kobayashi, Satohi Noguchi, Mondo Ishii, Kazuhisa Orui, Masayoshi Kamata, Satoru Sueda, Koji Fukunaga, Naoyuki Matagawa, Rikako Yamaoka, Mamoru Nomura, Yusuke Nonaka, Hikaru Hashida, Michiru Hikosaka, Minami Otsuka
Photographer Makoto Okamoto, Tomohide Ikeya, Taku Kasuya, Ryosuke Ezoe, Shinji Minami, Akira Okawa, Kohei Matsuki
Released December 2010

Credits & Description

Category: Publications & Business Communications
Advertiser: DENTSU
Product/Service: RECRUITMENT BOOK
Agency: DENTSU
Date of First Appearance: Dec 1 2010
Entrant Company: DENTSU, Tokyo, JAPAN
Entry URL: http://www.dentsu.co.jp/recruit/2012/
Creative Director: Akihisa Goto (DENTSU)
Creative Director: Tomoya Shingae (DENTSU)
Creative Director: Yusuke Ozawa (DENTSU)
Creative Director: Yasuhisa Nito (DENTSU)
Art Director : Tomoya Shingae/Shintaro Tagashira/Taichi Tamaki/Moe Furuya (DENTSU)
Art Director : Urara Mano/Kenta Orisaka/Masaru Seo/Yoshiyuki Imoto (DENTSU)
Art Director : Osamu Takahashi/Maho Kudo/Yu Orai/Yohei Saito/Yasunari Abe/Hikaru Nishida (DENTSU)
Copywriter: Yusuke Ozawa/Yasuhisa Nito/Masashi Shitaohbora/Akiko Hanadam (DENTSU)
Copywriter: Naoto Tamura/Akiyo Ogawa/Koji Kanzaki/Masatoshi Kurita/Ikumi Tonosaki (DENTSU)
Copywriter: Kohei Yoshino/Takashi Koyama/Makoto Nagahisa/Reiko Mitsui/Maiha Sato (DENTSU)
Agency Producer: Naomichi Kanazawa (DENTSU)
Photographer: Ryosuke Ezoe/Shinji Minami/Makoto Okamoto/Akira Okawa
Photographer: Tomohide Ikeya/Taku Kasuya/Kohei Matsuki
Photo Coordinator: Osamu Koiso/Naoko Fujikawa
Designer: Kazuhisa Orui/Tetsuya Hayashida/Masayoshi Kamata/Mitsuharu Orita
Designer: Minako Maruyama/Satoru Sueda/Koji Fukunaga/Naoyuki Matagawa
Designer: Yuji Tateishi/Hideaki Kobayashi/Rikako Yamaoka/Mamoru Nomura
Designer: Yusuke Nonaka/Minami Otsuka/Satohi Noguchi/Masakatsu Amemiya
Designer: Mondo Ishii/Hikaru Hashida/Michiru Hikosaka
Media placement: Book - Japan - 1 December 2010

Describe the brief from the client
This is a Dentsu corporate brochure distributed to graduating college students applying for jobs with the company. Our task was to communicate effectively to them that Dentsu offers a great variety of jobs in which a wide range of personal qualities can be put to good use.

Describe the challenges and key objectives
Nandemo-ari is a popular phrase used by young people and means “where anything and everything is at your disposal,” or “anything goes.”

Dentsu’s business far exceeds the conventional framework of advertising. The brochure title(Hitono kokorowo ugokasu shigoto nandemo ari) literally means that at Dentsu there are all kinds of jobs in which you can move people emotionally.

Describe how you arrived at the final design
Various actual case studies were compiled not in a single volume but in twenty different colorful booklets to give a great sense of expectation like the one a child experiences when opening up a box of toys. Thus, we could to communicate to job-seeking students the multi-faceted nature of Dentsu’s business and the excitement that can be experienced working at Dentsu.

Give some indication of how successful the outcome was in the market
- Number of student applicants rose by 13% from the previous year.
- Ranked among the top ten companies among graduating college students in popularity polls run by various media.
- Created a big buzz among the students who use Twitter.