One Show 2018 | ||
---|---|---|
Design | Craft / Printing & Paper Craft - Single or Series | Gold |
Lions Communication 2018 | ||
Design Lions | Communication > Posters | Bronze Lion |
ADC Awards 2018 | ||
Advertising | Art Direction / Poster Advertising - Campaign | GOLD CUBE |
D&AD Awards 2018 | ||
Crafts for Design | Illustration for Design | Graphite Pencil |
TAGS CONSUMER PRODUCTS
AGENCY DENTSU INC. / Tokyo
CLIENT OLFA Corporation
ART DIRECTOR Hideto Yagi
WRITER Maiya Kinoshita
DESIGNER Risa Yoshida, Yuichiro Shinomura, Yoshiyuki Kishi
PRODUCTION COMPANY
bluecolor inc. / Tokyo
Wasa-be Advertising Inc. / Tokyo
DIRECTOR Kentaro Osawa
PRODUCER Kazumasa Kobayashi
PHOTOGRAPHER
Takaya Sakano
Rui Okada
SOUND DESIGNER
Tatsuya Yamada
Hideto Yagi DENTSU.INC Art Director, Artist
Risa Yoshida bluecolor INC. Artist, Designer
Yuichiro Shinomura bluecolor INC. Artist, Designer
Yoshiyuki Kishi bluecolor INC. Artist, Designer
Rui Okada pris-gris INC. Movie cameraman
Takaya Sakano Freelance Photographer
Maiya Kinoshita DENTSU.INC Copy Writer
Kentaro Osawa Freelance Film Director
Kazumasa Kobayashi Wasa-be Advertising Inc. Producer
Companies
Company Location Role
DENTSU INC. Tokyo, Japan Entrant Company
DENTSU INC. Tokyo, Japan Idea Creation
BLUECOLOR Tokyo, Japan Production
WASA-BE ADVERTISING Tokyo, Japan Production
Synopsis
OLFA wanted to use the utility knife to convey the importance of hand crafting to young people. We showed the appeal of OLFA utility knives, which can always make delicate cuts by snapping off the tip of the blade, through the delicate art of paper
Outcome
Over a span of three days, over 3000 people visited the places where the posters were hung, allowing many people to learn about OLFA as a brand of utility knives. At the exhibit venues, visitors were actually able to use OLFA utility knives to try their hand at creating cutout art and enjoy a fun experience.The cutout art was exhibited at a venue in Tokyo where utility knives are also sold. Workshops were also held during the campaign period. For more information, please visit our special site: http://artbythehand.com
Execution
We showed the appeal of OLFA utility knives, which can always make delicate cuts by snapping off the tip of the blade, through the delicate art of paper cutouts. We incorporated beautiful shapes found in nature into our design motifs and cut them out. By hanging posters in spaces where the art was exhibited and printing images of utility knives on both sides, we were able to create a double-sided advertisement. We also created a TV commercial that featured the worlds of light and shadow.
Campaign Description
As technology becomes increasingly advances, fewer young people are creating things with their own two hands. OLFA wanted to use the utility knife to convey the importance of hand crafting to young people. They wanted to create an advertisement that made it easy for people around the world to understand this as well.