Musashino Art University: Smile

Credits & Description:

Entrant: Hakuhodo Inc., Tokyo
Brand: Musashino Art University Open Campus
Corporate Name of Client: Musashino Art University
Client Account Director: Takahiro NISHI
Media Company: Hakuhodo DY Media Partners Inc., Tokyo
Agency: Hakuhodo Inc., Tokyo
Creative Director: Tatsuki Ikezawa
Copywriter: Sotaro Akira/Bob Ward
Art Director: Tatsuki Ikezawa
Design Company: Tide Inc., Tokyo
Designers: Keiichiro Kodera/Shuichiro Suzuki/Hidenori Tanaka/Tetsuro Jozaki
Description of the Project:
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.
　
Last 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.
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.