Nestle Design & Branding YAKUSHIJI HIKARI EMAKI by JTQ, Tokyo

Adsarchive » Design & Branding » Nestle » YAKUSHIJI HIKARI EMAKI


Pin to Collection
Add a note
Industry Shows, Events & Festivals, Business equipment & services, Corporate Image
Media Design & Branding
Market Japan
Agency JTQ, Tokyo
Creative Director Junji Tanigawa
Photographer Takashi Shigemoto
Released June 2010

Credits & Description

Category: Exhibitions & Live Events
Advertiser: NESTLÉ
Product/Service: NESTLÉ BRAND
Agency: JTQ
Date of First Appearance: Jun 5 2010
Entrant Company: JTQ, Tokyo, JAPAN
Location: (Yakushiji Temple(World Heritage))
Agent: (Dentsu Inc.)
Creative Director: Junji Tanigawa (JTQ Inc.)
Sound Space Composer: Hiroaki Ide (JTQ Inc.)
Planetarium Creator: Takayuki Ohira (JTQ Inc.)
Lighting Designer: Harumi Fujimoto (JTQ Inc.)
Photographer: Takashi Shigemoto (JTQ Inc.)
Media placement: Temporary Exhibition - World Heritage YAKUSHIJI Temple - 2010 June 5 & 6

Describe the brief from the client
Nestlé Japan Ltd. ordered to increase its brand value in Japan by direct placement of its product to a wide range of potential customers.

Describe the challenges and key objectives

Nestlé as a long lasting global company, execute corporate branding in Japan, which values a sustained relationship with Japanese history and heritage.

Composing World Heritage YAKUSHIJI Temple with full experience of timeless travel. Nestlé has provided brand value “Good food, Good Life” through its product for centuries. World Heritage YAKUSHIJI Temple has history for 1300 years. We planned to compose its long lasting brand values as the journey beyond time and space.

Describe how you arrived at the final design
Visual sequences of garden lanterns and illuminating the outer wall of the temple invites visitors to walk though space and time. Inside of World Heritage YAKUSHIJI, with the world highest planetarium machine and a three-dimensional sound system, we created the night sky of 1300 years ago that our predecessors also looked up at. We provide luxurious brand experience time that stimulates all of one's senses to feel the heritage of the long lasting brand.

Furthermore, we collaborate yearly on a commercial campaign with a “recita caid” (dramatic reading) of a Japanese historical novel, to provide visitors to relive the campaign and deepen the brand experience.

Give some indication of how successful the outcome was in the market
Media Coverage.

Over 4000 people participated in the two-day event, and various media covered the unique experience and contributed to improve its brand value to its target.