86343601-F551-413A-A2C5-4C91B1960AAF Created with sketchtool. D1681562-9B56-4AA3-A659-E4329F356674 Created with sketchtool. 934F8DA0-9E27-42BD-8CE3-D245838B7017 Created with sketchtool. ABBF01E5-99A9-4F8E-A5B6-D8D0DFCAA1DF Created with sketchtool. 52B86ADF-15D7-4BEB-87CA-3619D1900DF7 Created with sketchtool. 7589DD6C-9BE1-49A5-8D68-4F50FBA8B794 Created with sketchtool. close button Created with Sketch. 6BB0D236-0C4D-43DD-9499-76C2156B2D45 Created with sketchtool. 2C0B0BEE-6DF1-41ED-96BE-B08D012E4E7E Created with sketchtool. 0C8DBC52-E08E-4F0A-AE54-AE9BB73113CC Created with sketchtool. instagram Created with Sketch. F79C22BD-1248-4072-AC81-B134598B2AA5 Created with sketchtool. F79C22BD-1248-4072-AC81-B134598B2AA5 Created with sketchtool. C9FD7B3E-0845-41B2-ACCB-6714158590FB Created with sketchtool. 9390E317-BF7B-47ED-B954-052183D5FB1C Created with sketchtool. 33AF606F-4AB8-48BF-88F5-131EAFCB6433 Created with sketchtool. 8318C22D-D94B-44A9-AB45-C1392FAA4A70 Created with sketchtool. 61A8DE16-3685-4C96-8420-67656881EA29 Created with sketchtool. D1CB3555-9A1D-4970-80EF-E3ABD5BACF7D Created with sketchtool. F80B5C4D-057D-4477-AF86-E46BC62AC7A4 Created with sketchtool. Search icon Created with Sketch. A3C99BA3-E981-44D5-BCA9-B1C8A5D09E36 Created with sketchtool. BC8D40A0-6611-4C38-8AD4-8E2D17FA6DC3 Created with sketchtool.
Festival of Creativity
27 - 29 September 2017
Singapore

Category

Award

FUKUWARAI BOOK COVER YOU CAN CUT AND PASTE

Silver Spike

The Flash Media Player is required to view this content.

ClientPIE INTERNATIONAL
ProductEYE-CATCHING GRAPHICS
EntrantDENTSU Tokyo, JAPAN
Type of EntryCorporate or Brand Itendity
CategoryPublications
TitleFUKUWARAI BOOK COVER YOU CAN CUT AND PASTE
Product/ServiceEYE-CATCHING GRAPHICS
Entrant Company:DENTSU Tokyo, JAPAN
Design/Advertising Agency:DENTSU Tokyo, JAPAN
Credits
Name Company Position
Rika Eguchi DENTSU INC. Tokyo Art Director

Brief Explanation

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 of ways.

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 illustration. 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.