Usugatamingei Design & Branding NEW JAPANESE FOLKCRAFTS FOR FLAT-SCREEN TV by Usugatamingei

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NEW JAPANESE FOLKCRAFTS FOR FLAT-SCREEN TV

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Industry Advertising agencies, Business equipment & services
Media Design & Branding
Market Japan
Agency Usugatamingei
Art Director Hironobu Tsuchiya
Released January 2012

Credits & Description

Category: Self Promotion
Advertiser: USUGATA-MINGEI
Product/Service: CREATIVE AGENCY
Agency: USUGATAMINGEI
Art Director: Hironobu Tsuchiya (USUGATA-MINGEI)
Media placement: New Japanese Folkcraft/Wooden Doll - The National Art Center,Tokyo - 01/03/2012
Media placement: New Japanese Folkcraft/Red Cow - The National Art Center,Tokyo - 01/03/2012
Media placement: New Japanese Folkcraft/Bear&Salmon - The National Art Center,Tokyo - 01/03/2012

Describe the brief from the client
For Usugatamingei to promote the work that they do, creating Japanese Folk Crafts for Flatscreen TVs, they decided to send out postcards to potential clients that can also be turned into the Folk Crafts to be put on flat screen TVs.

Describe the challenges and key objectives
In the old days in Japan, there were always some Japanese Folk Crafts on TVs, but now they don't exist much because the TVs became thinner. Therefore, our challenge was to create Japanese Folk Crafts which could be placed on the thinner TVs.

Generally, as many Japanese Folk Crafts are big and heavy, we needed them flat & light.

Describe how you arrived at the final design
Keeping the original design of the traditional Japanese Folk Crafts,
we aimed to create a design that would fit in well with the current flat TVs in living rooms. We used wood to emphasise the side of Folk Crafts.

Give some indication of how successful the outcome was in the market
The concept 'New Japanese Folk Crafts for Flat Screen TVs' is liked by young Japanese people. Therefore, they decorate their TVs with them, take photos and put them up on Twitter or Facebook or their web page. Since 'New Japanese Folk Crafts for Flat Screen TVs' are so flat & light many Japanese people buy them as souvenirs for foreigners, when they travel to foreign countries.

As a result, these were featured in many media-magazines,TV programs,radio and so on. 'New Japanese Folk Crafts for Flat Screen TVs' was top search on Yahoo's Japan search words.