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Festival of Creativity
27 - 29 September 2017
Singapore

Category

Award

CHEMICAL REACTION CORPORATE STATIONERY

Short List
ClientSHU'S PRODUCTION INC
ProductSHU'S CORPORATE TOOL
EntrantOGILVY & MATHER JAPAN Tokyo, JAPAN
Type of EntryCorporate or Brand Itendity
CategoryStationery
TitleCHEMICAL REACTION CORPORATE STATIONERY
Product/ServiceSHU'S CORPORATE TOOL
Entrant Company:OGILVY & MATHER JAPAN Tokyo, JAPAN
Design/Advertising Agency:OGILVY & MATHER JAPAN Tokyo, JAPAN
Credits
Name Company Position
Shingo Ichimura Ogilvy&Mather Japan Executive Creative Director
David Morgan Ogilvy&Mather Japan Executive Creative Director
Yasutaka Akagi Ogilvy&Mather Japan Art Director
Batistuta Bazooka Copywriter

Brief Explanation

Shu’s deals with all sorts of creative professionals. Different types of individuality and uniqueness generate “chemical reaction,” and chemical reaction creates a work of art offering an unprecedented value. The challenge was to generate completely different colors and textures in one envelope to express “chemical reaction.”

Describe the brief from the client:

Shu’s Production is a visual production company who offers creativity and strong uniqueness. They requested us to develop a company tool that reflects who they are in a way that’s completely different than other companies so as to provide newness to the receiver. They wanted a never-seen-before tool that couldn't be imitated by any other company.

Description of how you arrived at the final design:

4-color offset printing is rendered on usual envelopes, but for Shu, the objective was to generate a completely different, extraordinary texture. As a printing technique, we used foil, which can be soldered through heat, in order to create deep, vivid colors and luster that wouldn’t be generated by the usual printing method. For material, we utilized rough-textured tant paper. Foil develops luster with deep and vivid colors. Tant paper creates rough and vivid colors. The two facets create a "collision" between colors and textures, contributing to a halation effect which expresses "chemical reaction."

Indication of how successful the outcome was in the market:

More than 5000 pieces were sent to people in the industry. The receivers responded well and because of the envelope the number of inquiries and new assignments went up. In Japan, it received a pre-nomination from the Art Directors Club Tokyo Award.