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Festival of Creativity
27 - 29 September 2017
Singapore

Category

Award

FUKUWARAI BOOK COVER YOU CAN CUT AND PASTE

Silver Spike

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ClientPIE INTERNATIONAL
CategoryA05. Publications
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.