The Yoshida Hideo Memorial Foundation: The Ultra Asian, 2
Brief Explanation: 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.
Describe the brief from the client: 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’.
Description of how you arrived at the final design: 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.
Indication of how successful the outcome was in the market: 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.
Advertising Agency: Dentsu, Tokyo, Japan
Creative Director: Yuya Furukawa
Designers: Minami Otsuka, Kazuaki Takai
Producer: Shunpei Mikami
Copywriter: Haruko Tsutsui
Art Director: Yoshihiro Yagi
Printing Producer: Shinya Tamura Graphic
Photographer: Takaya Sakano