THE ULTRA ASIAN by Dentsu Inc. Tokyo, Dentsu Kansai for The Yoshida Hideo Memorial Foundation / Advertising Museum Tokyo

THE ULTRA ASIAN

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Industry Museums & Libraries, Shows, Events & Festivals
Media Print, Magazine & Newspaper, Design & Branding, Case study
Market Japan
Agency Dentsu Inc. Tokyo
Agency Dentsu Kansai
Creative Director Yuya Furukawa
Art Director Yoshihiro Yagi
Copywriter Haruko Tsutsui
Designer Kazuaki Takai, Minami Otsuka
Producer Shunpei Mikami
Released February 2010

Awards

One Show 2012
One Show Design Collateral Design / Posters - Campaign Gold
One Show Design Craft / Printing and Paper Craft - Single Silver

Credits & Description

Type of entry: Corporate or Brand Itendity
Category: Posters
Advertiser: THE YOSHIDA HIDEO MEMORIAL FOUNDATION/ADVERTISING MUSEUM TOKYO
Product/Service: EXHIBITION OF ASIAN ADVERTISING
Agency: DENTSU KANSAI Osaka, JAPAN
Creative Director: Yuya Furukawa (DENTSU INC.)
Art Director: Yoshihiro Yagi (DENTSU INC.)
Copywriter: Haruko Tsutsui (DENTSU INC.)
Designer: Minami Otsuka (Taki Corporation)
Designer: Kazuaki Takai (Taki Corporation)
Printing Producer: Shinya Tamura (Dentsu On Demand Graphic Inc.)
Producer: Shunpei Mikami (Taki Corporation)
Brief Explanation:
To announce and display the ADFEST 2011 exhibition, a collection of the best advertising work from Asia, by designing the whole exhibition, based on the theme of 'why Asian advertising is strong and mystic'.
Describe the brief from the client:
To announce and display the ADFEST 2011 exhibition, a collection of the best advertising work from Asia, by designing the whole exhibition, based on the theme of 'why Asian advertising is strong and mystic'.
Description of how you arrived at the final design:
We developed the concept of 'Life-Sized Asian', and aimed to describe how history, culture, technology, and trends of Asia turn into flesh and blood of an Asian, which is why ideas from Asia are strong.
We created 4 posters --- 'Palm', 'Sole', 'Upper Body', and 'Lower Body' --- applying the Asian idea of body is universe.
The Upper Body and Lower Body posters can be connected to form a life-sized Asian.
Indication of how successful the outcome was in the market:
A giant palm leads visitors into the exhibition hall, where they are welcomed by a giant Asian, who looks dynamic from a distance, but delicate at close range.
Visitors could experience the Asian feel from the overall exhibition design while viewing the exhibited work.
The number of visitors doubled, and the life-sized pamphlets received a lot of praise.