PEACE WINDS JAPAN Design & Branding BLIND TO THE TRUTH by Dentsu Inc. Tokyo, Taki Corporation

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Industry Charities, Foundations, Volunteers
Media Design & Branding
Market Japan
Agency Dentsu Inc. Tokyo
Creative Director Takashi Fukui
Art Director Akira Shikiya
Copywriter Koji Kagoshima, Yoko Okazaki
Designer Masaomi Minegishi, Genki Inoue
Agency Taki Corporation
Released July 2010

Credits & Description

Category: Posters
Product/Service: NGO
Agency: DENTSU
Date of First Appearance: Jul 20 2010
Entrant Company: DENTSU, Tokyo, JAPAN
Entry URL:
Art Director: Akira Shikiya (Dentsu)
Creative Director: Takashi Fukui (Dentsu)
Copywriter: Koji Kagoshima (Dentsu)
Copywriter: Yoko Okazaki (Dentsu)
Designer: Masaomi Minegishi (TAKI)
Designer: Genki Inoue (TAKI)
MA Student: Muhammad A Ahmad (Tokyo University of Foreign Studies)
Media placement: Temporary Exhibition - World Bank Exhibition Hall - 20 July 2010-23 July 2010
Media placement: Temporary Exhibition - University - 28 July 2010-31Augst2010
Media placement: Temporary Exhibition - Hotel - 24 July 2010
Media placement: Temporary Exhibition - Event Hall - 15August 2010
Media placement: Documentary TV Program - TV - 9August 2010, 14August 2010
Media placement: Documentary TV Program - TV - 3March 2011

Describe the brief from the client
Peace Winds Japan (PWJ) is a non-government organisation that helps support those affected by conflict, natural disaster or poverty worldwide. Our aim was to provide an opportunity for people in Japan to think about peace and the need for building peace, promoting an understanding of the organisation’s activities.

Describe the challenges and key objectives
As our theme, we used the Halabja massacre in Iraq, an incident that is little known in Japan and has been deliberately ignored by the international community. Through this theme, we aimed to capture the interest of those who pay little attention to peace in a society where it is taken for granted, and to urge them to start thinking about peace.

Describe how you arrived at the final design
We created two posters, each covered by a Venetian blind with the message “Do not open” on it to stimulate interest in what lay behind. When the blinds were opened, photos and descriptions of the Halabja incident appeared together with a message from PWJ. The Venetian blinds that concealed our message were a metaphor for the fact that an important issue is being covered up internationally. The blinds were also intended to urge people to be proactive and open their eyes to learn the truth.

Give some indication of how successful the outcome was in the market
The posters were used at schools and exhibition sites and gave a great number of people an opportunity to start thinking about what is happening in the world, through the experience of opening the blinds. A leading expert on the subject of conflict resolution, Prof. Kenji Isezaki of Tokyo University for Foreign Studies, evaluated the posters extremely highly. The making of the posters was made into a documentary and broadcast on TV, educating more people about building peace.