Design > Graphic Design & Design Crafts

THE ULTRA ASIAN

DENTSU, Tokyo / THE YOSHIDA HIDEO MEMORIAL FOUNDATION / 2012

Awards:

Gold Cannes Lions
CampaignCampaign(opens in a new tab)
Presentation Image

Overview

Credits

Overview

BriefExplanation

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’.

ClientBriefOrObjective

We developed the concept of ‘Life-Sized Asian’, and aimed to describe how history, culture, technology, and trends of Asia turn into flesh and blood of an Asian, which is why ideas from Asia are strong.

Effectiveness

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.

Execution

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.

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