Cannes Lions

SUMMER NIGHT HAIKU READING

DENTSU, Tokyo / MITSUBISHI / 2010

Awards:

1 Gold Cannes Lions
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Overview

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Credits

Overview

Description

Refresh the image of traditional haiku poetry through design work. Create a promotional tool for the 'Thunder Night fever!' Summer haiku reading party. Our target was people unfamiliar with haiku, especially young women working in Tokyo, where the event was to take place.

Execution

In its 17 phonetic letters, a haiku must always include one seasonal word. Thunder, one of the seasonal words for summer, is symbolised by a zigzag pattern for lightning. A collection of artwork that suggests or is associated with thunder/lightning was compiled into a poster- (B2) size, 62-page book. The thunder/lightning motifs introduced in the book included the Thunder God, tiger-patterned pants (supposedly worn by the Thunder God) and static electricity.

Outcome

The art book succeeded in giving the traditional Japanese haiku a fresh new image and helped create interest in haiku among young people.

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