BACKGROUND: The Japan Advertising Federation celebrated its 70th anniversary in 2023. The commemorative ceremony hold by the Japan Advertising Federation Award was the occasion to renew the organization’s global brand. To make the advertising award more compelling, more motivating than ever for participants and creators, we needed to make an unprecedented communication typography that would enliven the venue and the awards’ ceremony itself.

IDEA: The letter “A” for Advertising, turning into the image of a sail catching the wind, was made the trophy's key visual. The impact of the prizes, a mobile trophy swaying in the wind, needed to be strong enough to motivate not only the winners but also all the participants. Moreover, the typography which was also inspired by the image of a sail catching the wind, was declined on the award certificates, the posters, and in the movie, the whole highlighting the image of the trophy.

The letter “A” for “Advertising”, turning into the image of a sail catching the wind, was made the key visual for the trophy. The impact of the prizes, a mobile trophy swaying in the wind, needed to be strong enough to motivate not only the winners but also all the participants. Moreover, the typography which was also inspired by the image of a sail catching the wind, was declined on the award certificates, the posters, and in the movie, the whole highlighting the image of the trophy.