Awards > Winners

Client	THE YOSHIDA HIDEO MEMORIAL FOUNDATION/ADVERTISING MUSEUM TOKYO
Product	EXHIBITION OF CREATIVE AWARDS
Entrant	DENTSU KANSAI Osaka, JAPAN
Type of Entry	Corporate or Brand Identity
Category	Posters
Title	D&AD 2008 EXHIBITION IN JAPAN
Product/Service	EXHIBITION OF CREATIVE AWARDS
Entrant Company:	DENTSU KANSAI Osaka, JAPAN
Design/Advertising Agency:	DENTSU KANSAI Osaka, JAPAN
Credits

Name	Company	Position
Yuya Furukawa	Dentsu Inc.	Creative Director
Yoshihiro Yagi	Dentsu Inc.	Art Director/Designer
Haruko Tsutsui	Dentsu Inc.	Copywriter
Yo Kimura	Katachi Co./Ltd.	Designer
Takeshi Arimoto	Style Printing Co.	Printing Producer

Brief Explanation

D&AD is one of the most prestigious international award competitions, but in Japan it is known only to a small number of people in the advertising industry. Our target was creative people involved in graphic design. We selected direct mail as our medium and created a piece that would surprise the recipients and spur them to take action.

Describe the brief from the client:

We aim to increase recognizability of D&AD in the advertising industry.

Description of how you arrived at the final design:

One day, you receive an origami Pencil, and it's a poster announcing the D&AD exhibition. There is a message, “You've received a Pencil!?”, together with an invitation to the exhibition. At the venue, there is an area where you can make your own origami Pencil. Participants talked about this to others and wrote about it in their blogs, and thus word of the D&AD Exhibition spread virally.

Indication of how successful the outcome was in the market:

Our new attempt of having the direct mail recipients and visitors to the exhibition “experience a creative process” turned out to be a success. In conventional exhibitions, the award-winning works are simply shown as exhibits, so the participatory aspect was very well received. As a result, the number of visitors was more than three times higher than the previous year.