A BOOK THAT SPEAKS UP by Dentsu Inc. Tokyo for Tokyo Copywriters' Club

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A BOOK THAT SPEAKS UP

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Industry Shows, Events & Festivals, Business equipment & services, Corporate Image
Media Design & Branding
Market Japan
Agency Dentsu Inc. Tokyo
Creative Director Yoshimitsu Sawamoto
Art Director Ms Rika Eguchi
Designer Takeshi Ochiai, Toshikazu Minatomura, Sachiko Nemoto, Rie Abe, Yusuke Otsuji
Photographer Hirofumi Sato
Released October 2009

Credits & Description

Category: Books
Advertiser: TOKYO COPYWRITERS CLUB
Product/Service: ADVERTISING AWARDS 2009
Agency: DENTSU
Date of First Appearance: Oct 30 2009 12:00AM
Entrant Company: DENTSU, Tokyo, JAPAN
Creative Director: Yoshimitsu Sawamoto (Dentsu Inc.)
Art Director: Rika Eguchi (Dentsu Inc.)
Agency Producer: Takako Miyajima (Dentsu Inc.)
Production Company: Common Design Incorporation
Production Company: Amana Inc.
Production Company: Tohokushinsha Film Corporation
Photographer: Hirofumi Sato
Designer: Rie Abe/Toshikazu Minatomura/Yusuke Otsuji/Takeshi Ochiai/Sachiko Nemoto
Media placement: Posters - Tokyo - 1 October 2009
Media placement: Book - Japan - 30 October 2009

Describe the challenges and key objectives
TCC Awards are given for outstanding copy selected from posters, TV commercials and other advertising produced during the year. Our task was to design the TCC Awards Annual 2009, which is a compilation of all the award-winning work.

Describe the brief from the client
TCC Awards are given for outstanding copy selected from posters, TV commercials and other advertising produced during the year. Our task was to design the TCC Awards Annual 2009, which is a compilation of all the award-winning work.

Describe how you arrived at the final design
We came up with the concept of an annual 'that speaks up,' since it contains lots of words, and a visual where a mouth opens up, as if speaking, every time the cover is opened.

Give some indication of how successful the outcome was in the market
The regular edition, in which a very popular actress who appeared in the Grand Prix-winning TV commercial is opening her mouth on the cover, had a tremendous impact at book stores and sales were the highest for ten years. In addition, a limited edition with a different cover sold out immediately after release. The annual was a big success as it enabled the TCC awards to be noticed by the general public.