Mariko Fukuoka: Print & Publishing Spikes 2024

Mariko Fukuoka, Copywriter at Dentsu Inc., Japan, was behind the triple Spikes Grand Prix winner ‘My Japan Railway’. Here, the Spikes Print & Publishing Juror shares her favourite pieces of print work from this year. Visit Reports on The Work to learn more about this year’s winning work in the Spikes Asia Creativity Report.

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The Ad That Should Have Been | Hyundai | Jung Von Matt, Hamburg

This is a brave idea. The visual doesn’t look like Hyundai, but it successfully creates surprise and delight in a way that only Hyundai can. We often emphasise the importance of making something on brand, but this made me realise the importance of making something beyond brand.
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The Unwritten Stories | Bidyando Publication | Asiatic Marketing Communication Ltd., Dhaka

This enhances the value of print today. It might be easier to create and read books online, but I believe that physically printed books feel more precious and more human in this day and age.
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The Small Issue Front-Page | Women and Men Progressive Movement Foundation | SPA-HAKUHODO, Bangkok

This demonstrates the possibilities of newspaper print. Its core idea is something that can only be executed in newspaper form. Although the theme is domestic violence, the takeaway isn’t just fear but education. It’s very smart.
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