Dentsu Tokyo: TOKYO INNOVATION JAPAN BULLET

Credits & Description:

Category: Self Promotion

Title: TOKYO INNOVATION JAPAN BULLET

Advertiser/Client: DENTSU

Design/Advertising Agency: DENTSU Osaka, JAPAN



Naoto Oiwa DENTSU INC. Senior Creative Director

Yasuharu Sasaki DENTSU INC. Creative Director

Yoshihiro Yagi DENTSU INC. Art Director

Haruko Tsuitsui DENTSU INC. Copywriter

Hiroki Takasaki DENTSU INC. Producer

Keiko Furuischi DENTSU INC. Producer

Katsutoshi Hanada Katachi Co.,Ltd. Producer

Yo Kimura Katachi Co.,Ltd. Producer

Takeshi Arimoto Styleprinting.Co Printing Producer



Brief Explanation:

Dentsu London opened at a new office. Japanese agency Dentsu is less known in Europe. 1.Evoke interest to increase visitors to the office opening. 2.Let visitors experience, and be entertained by, the latest Japanese communication cases, technology and culture. 3.Increase industry awareness of the new company and its creative edge.



Describe the brief from the client:

Raise awareness and show cutting edge capability of Dentsu London and its worldwide network to the advertising industry.



Description of how you arrived at the final design:

The creative idea is a weapon. The entire visual design is based on the motif of Shuriken, an ancient Japanese weapon. The origami shuriken symbolizes the sharpness, speed, and precision, with which　a creative work strikes you, right in your heart. As it requires two pieces of paper to construct, it sends out a message that a hybrid, e.g., “Japanese craftsmanship x technology” or, “Tokyo x London”, creates a strong weapon ready to launch out into the world. Design is simple; black and white. A Japanese manga technique is used to show speed with the thickness of the diagonal lines in the background.



Indication of how successful the outcome was in the market:

The result: The two-nights event was greatly successful with an attendance of 250 visitors. The event had a high standing and offers came in from overseas Dentsu network offices wishing to reproduce it in New York, Brasil, Hong Kong, and Singapore. 1.Direct mail to evoke interest and footfall. Made from two invitation letters, in English and Japanese respectively. Receiver of this in the post mail loved it tremendously. 2.Venue design to offer visitors on-hands-experience. Visitors can see a video by activating a black and white “marker” embedded in the venue wall design. 3.Souvenir to remember the event by. The customized origami has showcased works printed on them as archive.