To design an exhibition for the OneShow 2008 in Japan.

OneShow is one of the world’s most coveted and difficult to win awards, but it is not as well known as Cannes. The aim of the exhibition design therefore was to create interest in OneShow among the Japanese public and to generate traffic to the exhibition.

Generate traffic with an idea that connects the venue with the visitors.We sent a direct mailer, “Dig! DM,” with a miniature digging tool inside (e.g, shovel or shovel car), inviting the recipient to bring it and “dig into the world of creative ideas.”

The number of visitors to the exhibit increased 40% compared with the previous year. Many came after being attracted by the poster and the direct mailer. The fact that all the pamphlets and leaflets were gone in xx days was a surprising reaction that we did not expect.

Once at the venue, the visitor is absorbed in the world of brilliant creative works “dug up” from around the world.Posters, pamphlets and panel display at the venue were based on the concept that “coming up with brilliant ideas is as hard a job as finding gold (= Gold Pencil),” trying to capture the creator’s unending pursuit of creative ideas, in a subdued color scheme of white, black and gold.