Cannes Lions

2008 DENTSU CANNES SEMINAR

DENTSU PROMO, Tokyo / DENTSU / 2009

Overview

Entries

Credits

Overview

Description

To create a poster to announce and attract as many Cannes delegates (majority of whom are European), to an agency seminar about China, titled “Asian Diversity- Beyond the Great Wall”.

Execution

The three masks refer to three Asian speakers of the seminar. The motifs on the masks refer to both modern and traditional China.In terms of poster production, the aim was to create visual power with the most efficient use of the budget.

Mask of Environment: Burning tree, endangered species, ozone layer.

Mask of Modernity: Gnarling highway, electrical waves of communication in the city.Mask of Philosophy: Old Chinese philosophy, religion, Sanscrit, lotus.

Outcome

AUDIENCE: 125% increase from previous year. VISIBILITY: Poster enthusiasts were taking them off the wall. Many inquired. The high-quality finish of gold emboss printing and design, must have made the posters worth collecting.

EFFICIENCY: Budget was same as previous year, thanks to the idea to spin-off DM’s from the pre-printed poster. Idea offset the luxurious cost of gold emboss printing.

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