Mitsubishi Estate Co.: SNOW VOICE - A MAN WHO LOVES SNOW

Credits & Description:

Type of entry: Corporate or Brand Itendity
Category: Publications
Advertiser: MITSUBISHI ESTATE
Product/Service: HAIKU EVENT
Agency: DENTSU Tokyo, JAPAN
Art Director / Designer: Yoshihiro Yagi (DENTSU INC.)
Copywriter: Haruko Tsutsui (DENTSU INC.)
Production Company: Katachi Co.,LTD ()
Brief Explanation:
Using the abominable snowman as the artwork theme, each page of the book communicates emotions evoked by the purity of white snow, such as tranquility, solitude and excitement.
Describe the brief from the client:
Create a promotional tool for the 'Snow Voice' winter haiku reading event that will change and create a new image for haiku, part of Japan's traditional culture. The target was people not familiar with haiku, particularly young women who work in the business district of Tokyo where the event was to be held.
Description of how you arrived at the final design:
The 60-page B4-sized book includes, among other things, what a snowman eats and how he spends his time, the composition of snow, and a poem of love for the Snow Woman.
Indication of how successful the outcome was in the market:
We succeeded in creating interest in haiku among young people and shedding new light on this form of traditional culture.