FUKUWARAI BOOK COVER YOU CAN CUT AND PASTE
|Entrant||DENTSU Tokyo, JAPAN|
|Type of Entry||Corporate or Brand Itendity |
|Title||FUKUWARAI BOOK COVER YOU CAN CUT AND PASTE|
|Product/Service||EYE-CATCHING GRAPHICS |
|Entrant Company:||DENTSU Tokyo, JAPAN|
|Design/Advertising Agency:||DENTSU Tokyo, JAPAN|
||DENTSU INC. Tokyo
Fukuwarai (Lucky Laugh) is a traditional Japanese game familiar to everyone but rarely played
today. Using it as our motif, we updated the look by photographing a model made up to
resemble the original fukuwarai face. Various parts of the face were printed on adhesive
paper. By changing their positions, the buyer of the book can 're-design' the cover in a number
Describe the brief from the client:
Design a cover for a book entitled Eye-Catching Graphics, a collection of posters and direct
mailing pieces with trick graphic designs. Since the book is a compilation of trick designs, the
cover also required a clever gimmick.
Description of how you arrived at the final design:
Fukuwarai is a game in which blindfolded players place different parts of the face - such as the
eyes, nose and mouth - onto an illustration of a blank face and laugh at the humorous results.
We modernized the game to make it more fashionable and used a photograph instead of an
How to play:
1. Remove all facial parts.
2. Place the parts wherever you choose.
3. Completed original book cover.
Indication of how successful the outcome was in the market:
The traditional face used in Fukuwarai was transformed to create a strikingly fresh new visual.
Thus, we effectively communicated the concept of the book - that the idea of a trick or
gimmick can be found in unexpected places in our everyday lives - together with the fun of
trick design. The three different versions of the book cover displayed at bookstores had a
tremendous impact and drew big crowds. Despite its costly price, the book was a big success
and sales were higher than expected by the publisher.