D&AD 2008 EXHIBITION IN JAPAN
|Client||THE YOSHIDA HIDEO MEMORIAL FOUNDATION/ADVERTISING MUSEUM TOKYO|
|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|
||Style Printing Co.
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.