|Client||YOSHIDA HIDEO MEMORIAL FOUNDATION|
|Title||THE MONSTER IS COMING.|
|Product/Service||D&AD 2010 EXHIBITION IN JAPAN |
|Entrant Company:||DENTSU Tokyo, JAPAN|
|Design/Advertising Agency:||DENTSU Tokyo, JAPAN|
||Executive Creative Director
To announce the arrival of a 'monster' of an exhibition of excellent work beyond imagining, we used horror movies as the theme and turned the venue into a haunted house.
Describe the brief from the client:
Design the exhibition venue for the coveted D&AD Awards. The target was creative people involved in design in Japan. The aim was to design a venue that appealed to the target in a powerful and straightforward manner.
Description of how you arrived at the final design:
The design consisted of red graphics, a color that stimulates people's curiosity for the horror, together with black and white photos and hand-written letters, to create the feel of horror while still looking cool and modern. We selected translucent paper and a technique for printing on both sides, and succeeded in producing posters that looked so fascinating that one would want to touch and feel them.
Indication of how successful the outcome was in the market:
The movie shown at the entrance attracted people, while the graphics on the walls worked to lead the visitors naturally into the exhibition, making the entire venue entertaining to the visitors. The number of visitors doubled from the previous year. The direct mail and leaflet with the same motif both ran out during the first half of the exhibition period and were reprinted.