DRESSED TO KICK by Dentsu Inc. Tokyo for Dentsu

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Industry Advertising agencies, Business equipment & services
Media Design & Branding
Market Japan
Agency Dentsu Inc. Tokyo
Creative Director Akira Kagami
Art Director Tetsuya Tsukamoto
Copywriter Masako Okamura, Jun Katogi
Released June 2009

Credits & Description

Category: Posters
Advertiser: DENTSU
Product/Service: DENTSU SEMINAR 2009
Agency: DENTSU
Date of First Appearance: Jun 20 2009 12:00AM
Entrant Company: DENTSU, Tokyo, JAPAN
Creative Director: Akira Kagami (Dentsu Inc. Tokyo)
Copywriter: Jun Katogi (Dentsu Inc. Kansai)
Copywriter: Masako Okamura (Dentsu Inc. Tokyo)
Art Director: Tetsuya Tsukamoto (Dentsu Inc. Tokyo)
Agency Producer: Jun Katogi (Dentsu Inc. Kansai)
Agency Producer: Yuko Suzuki (Dentsu Inc. Tokyo)
Agency Producer: Keiko Furuichi (Dentsu Inc. Tokyo)
Illlustrator: Tetsuya Tsukamoto (Dentsu Inc. Tokyo)
Media placement: Poster - Cannes, France - 20 June, 2009

Describe the challenges and key objectives
Desired phenomenon: -Posters so coveted that the walls are bare within minutes of the seminar end. Posters that get talked about, even among the pageant of visuals at the venue. -Posters that engage and lure visitors to a seminar on the theme of the new generation of women creatives in Asia.

Describe the brief from the client
To announce the Dentsu Seminar at Cannes International Advertising Festival.

Describe how you arrived at the final design
Idea : CRAFT A POSTER (produce a poster as a craft item) The sukashi (lacework) technique is one that has long existing across Asia. Using a metallic template based on the original sketch, the design is cut out as negative space. The top sukashi layer can be lifted from the backdrop to show the intricate cutting work. This technique was combined with a second art form, irezumi (tattooing). Symbolic patterns with feminine motifs - phoenix, peony, and cherry blossoms – dressed the body of a woman representing a new breed in Asia, alive and kicking with creativity.

Give some indication of how successful the outcome was in the market
Dentsu’s seminar enjoyed an audience turnout unaffected by this year’s unfortunate lower-than-usual number of overall delegates at Cannes. The poster catalysed Dentsu’s branding at the international festival.