Cannes Lions

2008 D&AD EXHIBITION

DENTSU PROMO, Tokyo / YOSHIDA HIDEO MEMORIAL FOUNDATION / 2009

Presentation Image

Overview

Entries

Credits

Overview

Description

D&AD is one of the most prestigious international awards, but in Japan it is known only to a small number of people in the advertising industry. Therefore, we were asked to enhance awareness and generate traffic to the exhibition.

Execution

In order to surprise the recipients and spur them into action, we selected direct mail as our medium to entice the target to come to the exhibition. At the venue, we created an area where people could make their own origami Pencils.

Outcome

Our unique approach of having the direct mail recipients and visitors to the exhibition “experience a creative process” turned out to be a success. The number of visitors was more than three times higher than the previous year, reaching 9826.

In addition, those who made their own origami Pencils talked about it to others or wrote about it in their blogs and thus word of the D&AD 2008 Exhibition spread virally.

Similar Campaigns

12 items

Great Keepers

DENTSU INC., Tokyo

Great Keepers

2023, YOSHIDA HIDEO MEMORIAL FOUNDATION

(opens in a new tab)