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Festival of Creativity
27 - 29 September 2017




Gold Spike

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CategoryA06. Self Promotion
Entrant Company:I&S BBDO Tokyo, JAPAN
Design/Advertising Agency:I&S BBDO Tokyo, JAPAN
Name Company Position
Kenichiro Shigetomi I&S BBDO Inc. Creative Director / Art Director / Designer
Ririko Murata I&S BBDO Inc. Planner
Kiyoyuki Enomoto I&S BBDO Inc. Copywriter
Peter Smyth I&S BBDO Inc. Strategic Planner
Koji Onishi I&S BBDO Inc. Strategic Planner
Takuto Kawata Massdriver Inc. Assistant Designer
Yasunari Kurosawa Massdriver Inc. Producer
Toru Nishi Kite Co.,Ltd. Producer

Brief Explanation

The tragic tsunami of March 2011 dramatically affected all industries in Northern Japan. Our client was one of them. They came to us, their channels of distribution damaged, their business hurting, and asked us to create an online campaign for them that would help to rebuild their business. But it¹s hard to think of a product that could spur less interest online than a black square of seaweed. The design of a square of nori has not changed since its creation in the 15th century.

Describe the brief from the client:

Client's original Nori (seaweed), a fusion of traditional Japanese design and latest cutting technology

Description of how you arrived at the final design:

We applied the design-thinking to the product on top of packaging. Choosing the right designs was also important, as we wanted to convey the classic brand heritage and our positive hope for the future, so that our customers could sense our values and feel more optimistic when seeing our designs. We carved into Nori various Japanese classic patterns that signify happiness, long-life, etc, creating an unprecedented type of Nori as a result of the combination of a traditional product with a modern laser cutter, thereby conveying both our wish for the future, as well as our respect for the past

Indication of how successful the outcome was in the market:

Site traffic increased in the blogs that featured the campaign, which also went viral on social media including Twitter