Category

Award

THE ULTRA ASIAN

Silver Spike

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ClientTHE YOSHIDA HIDEO MEMORIAL FOUNDATION/ADVERTISING MUSEUM TOKYO
ProductEXHIBITION OF ASIAN ADVERTISING
EntrantDENTSU INC KANSAI Osaka, JAPAN
Type of EntryCorporate or Brand Itendity
CategoryPosters
TitleTHE ULTRA ASIAN
Product/ServiceEXHIBITION OF ASIAN ADVERTISING
Entrant Company:DENTSU INC KANSAI Osaka, JAPAN
Design/Advertising Agency:DENTSU Tokyo, JAPAN
Credits
Name Company Position
Yuya Furukawa DENTSU INC. Creative Director
Yoshihiro Yagi DENTSU INC. Art Director
Haruko Tsutsui DENTSU INC. Copywriter
Minami Otsuka Taki Corporation Designer
Kazuaki Takai Taki Corporation Designer
Shinya Tamura Dentsu On Demand Graphic Inc. Printing Producer
Shunpei Mikami Taki Corporation Producer

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.