BUILD YOUR MESSAGE!! by Dentsu Inc. Tokyo, Dentsu Kansai for Mitsubishi

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BUILD YOUR MESSAGE!!

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Industry Business equipment & services, Corporate Image
Media Design & Branding
Market Japan
Agency Dentsu Inc. Tokyo
Copywriter Haruko Tsutsui
Designer Yo Kimura, Yoshihiro Yagi, Katsutoshi Hanada
Agency Dentsu Kansai
Released November 2009

Credits & Description

Category: Flyers, Tickets, Invitations, Postcards, Christmas and Other Greetings Cards
Advertiser: MITSUBISHI
Product/Service: MITSUBISHI ESTATE
Agency: DENTSU KANSAI
Agency: DENTSU
Date of First Appearance: Dec 1 2009 12:00AM
Entrant Company: DENTSU, Tokyo, JAPAN
Copywriter: Haruko Tsutsui (Dentsu Inc.)
Art Director: Yoshihiro Yagi (Dentsu Inc.)
Production Company: Katachi Co. Ltd
Designer: Yoshihiro Yagi (Dentsu Inc.)
Designer: Yo Kimura (Katachi Co. Ltd)
Designer: Katsutoshi Hanada (Katachi Co. Ltd)
Account Executive: Kosaku Miyata (Dentsu Inc.)
Media placement: Postcard - Japan - 1 December 2009

Describe the challenges and key objectives
Because email has become such a quick and easy way of sending messages, our idea was to go back to analog.

Describe the brief from the client
Greeting card for Brick Square, a new landmark complex completed in 2009 in Tokyo. Our aim was to enhance an image of a company committed to urban development as the card was for B to B usage.

Describe how you arrived at the final design
Perforated lines on the envelope allowed you to separate the 'brick' pieces. One word is printed on each brick. The pieces can be put together to make a personalised message. The paper had a touch, feel and quality similar to those of an actual brick.

Give some indication of how successful the outcome was in the market
The greeting card was sent to businesses and created a huge reaction. Some of them sent back cell phone images of messages made with the paper brick pieces, which helped boost the morale of those who received them.