To announce and display the ADFEST 2011 exhibition, a collection of the best advertising work from Asia, by designing the whole exhibition based on the theme of ‘why Asian advertising is strong and mystic’.

We created 4 posters: ‘Palm’, ‘Sole’, ‘Upper Body’, and ‘Lower Body’, applying the Asian idea of the Body as a Universe. The Upper Body and Lower Body posters can be connected to form a life-sized Asian.

A giant palm leads visitors into the exhibition hall where a giant Asian, who looks dynamic from a distance, but delicate at close range, welcomes them. Visitors could experience the Asian feel from the overall exhibition design, while viewing the exhibited work. The number of visitors doubled, and the life-sized pamphlets received a lot of praise.