Musashino Art University: Open Up Your Imagination

Credits & Description:

Agency: Hakuhodo
Brand: Musashino Art University
Country: Japan
Advertising Agency: Hakuhodo, Tokyo
Entrant Company: Hakuhodo, Tokyo
Media Agency: Hakuhodo, Tokyo
Pr Agency: Hakuhodo, Tokyo
Production Company: Hakuhodo, Tokyo
Additional Company: Tide Inc., Tokyo
Design Agency: Tide Inc., Tokyo
Copywriter: Sotaro Akira (Hakuhodo Inc.)
Copywriter: Bob Ward (Freeelance)
Creative Director / Art Director: Tatsuki Ikezawa (Hakuhodo Inc.)
Designer: Keiichiro Kodera (Tide Inc.)
Designer: Hidenori Tanaka (Tide Inc.)
Designer: Shuichiro Suzuki (Tide Inc.)
Strategy:
The open campus event was publicized using the key phrase, “OPEN UP YOUR IMAGINATION,” focusing on the concept of a fine arts university that opens the paths to creativity and inspiration. By changing the angle at which the serrations were opened different images could be revealed, an innovation that opened up new possibilities for poster design. By creating posters that could be transformed into three-dimensions through handwork, we aimed to stimulate high school students’ interest in craftsmanship as an aspect of art.
Outcome:
The unprecedented three-dimensional posters became a topic on social media. The number of students attending the open campus event doubled in comparison.
Synopsis:
Musashino Art University is one of Japan’s most famous fine arts universities. Known by the nickname, “Musabi” the university holds annual open campus events for high school students who are considering the entrance exam.The previous year, approximately ten thousand people visited this event.Our ad campaign was conceived to publicize the open campus event and encourage attendance by as many students as possible.
Execution:
We expressed the intent of the event — opening the university to high school students hoping to attend a fine arts university — and the value a fine arts university provides in opening the power of imagination by designing a three-dimensional poster where different pictures are revealed depending how one opens up the serrated seams.
Campaign Description:
By creating overwhelmingly impressive and unique graphic posters,we tried for creative students to get interested in Musashino Art University.