SHU’S Design & Branding SHU’S: CHEMICAL REACTION by Ogilvy & Mather Tokyo

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Industry Household maintenance & pet products, Tools, Do-It-Yourself Products, Business equipment & services
Media Design & Branding
Market Japan
Agency Ogilvy & Mather Tokyo
Executive Creative Director Shingo Ichimura, David Morgan
Art Director Yasutaka Akagi
Copywriter Batistuta Bazooka
Released June 2011


Cannes Lions 2011
Design Lions Logo Design Gold

Credits & Description

Type of Entry: Graphic Design & Design Crafts
Category: Logo Design
Advertiser/Client: SHU’S PRODUCTION
Product/Service: CORPORATE TOOL
Entrant Company: OGILVY & MATHER JAPAN Tokyo, JAPAN
Design/Advertising Agency: OGILVY & MATHER JAPAN Tokyo, JAPAN
Executive Creative Director: Shingo Ichimura (Ogilvy & Mather Japan)
Executive Creative Director: David Morgan (Ogilvy & Mather Japan)
Copywriter: Batistuta Bazooka (Ogilvy & Mather Japan)
Art Director: Yasutaka Akagi (Ogilvy & Mather Japan)
Brief Explanation:
Shu’s deals with all sorts of creative professionals. Different types of individuality and uniqueness generate a “chemical reaction,” and a chemical reaction creates a work of art offering an unprecedented value. The challenge was to generate completely different colours and textures in one envelope to express “chemical reaction.”
Describe the brief from the client:
Shu’s Production is a visual production company who offers creativity and strong uniqueness. They requested us to develop a company tool that reflects who they are in a way that’s completely different than other companies so as to provide newness to the receiver. They wanted a never-seen-before tool that couldn't be imitated by any other company.
Description of how you arrived at the final design:
4-colour offset printing is rendered on usual envelopes, but for Shu, the objective was to generate a completely different, extraordinary texture. As a printing technique, we used foil, which can be soldered through heat, in order to create deep, vivid colours and luster that wouldn’t be generated by the usual printing method. For material, we utilised rough-textured tant paper. Foil develops luster with deep and vivid colors. Tant paper creates rough and vivid colours. The two facets create a "collision" between colours and textures, contributing to a halation effect which expresses "chemical reaction."
Indication of how successful the outcome was in the market:
More than 5,000 pieces were sent to people in the industry. The receivers responded well and because of the envelope the number of inquiries and new assignments went up.
In Japan, it received a pre-nomination from the Art Directors Club Tokyo Award.