Mitsubishi Estate Co. Design & Branding PINK PUNK by Dentsu Inc. Tokyo


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Industry Shows, Events & Festivals
Media Design & Branding
Market Japan
Agency Dentsu Inc. Tokyo
Copywriter Haruko Tsutsui
Designer Yo Kimura, Yoshihiro Yagi
Released March 2011

Credits & Description

Category: Posters
Product/Service: HAIKU EVENT
Agency: DENTSU
Copywriter: Haruko Tsutsui (Dentsu)
Art Director: Yoshihiro Yagi (Dentsu)
Designer: Yoshihiro Yagi (Dentsu)
Designer: Yo Kimura (Katachi Co.)
Printing Producer: Nao Morimi (Shiga Art School)
Media placement: HAIKU EVENT - MARUNOUCHI CAFÉ - 10 March 2011

Describe the brief from the client
A cherry blossom-themed poster for a spring haiku party.

Describe the challenges and key objectives
The aim was to attract young people, who were actually uninterested in haiku, to experience and enjoy the positives of Japanese culture with an open mind.
The main targets of the campaign were office workers in Tokyo where the party was held.

Describe how you arrived at the final design
Poster motifs used an argyle knit pattern.
Symbols included diamond-shaped flower pedals falling from a knit that embodiedthe anticipation of spring.
The campaign featured four posters, including one where the dotted lines appeared like a trajectory and another where pink transitioned to green much like the life cycle of an actual cherry tree.

Give some indication of how successful the outcome was in the market
The weeklong poster campaign helped attract a huge response, as the party received higher traffic than expected.