AWARDS :

FINALIST

SUB CATEGORY :

BEST INTEGRATED DESIGN CAMPAIGN

COMPANY ENTERING :

DENTSU INC., TOKYO

ENTRY TITLE :

PEARL

BRAND :

PEARL

ADVERTISER :

KEIO UNIVERSITY FACULTY OF ECONOMICS

AGENCY :

DENTSU INC., TOKYO

CREATIVE DIRECTOR :

YOSHIHIRO YAGI/TAI YOSHIMURA

COPYWRITER :

HARUKO TSUTSUI/SCOTT LEHMAN

ART DIRECTOR :

YOSHIHIRO YAGI/TAIJI KIMURA

AGENCY DESIGNER :

CHIHIRO KATO

WEB DESIGNER :

YUSUKE KITANI

PRODUCTION MANAGER 1 :

KAORI OHTSUKI

AGENCY PRODUCER :

KOJI WADA/MASAMI NAGAYAMA

FILM PRODUCTION COMPANY :

TYO PRODUCTIONS 1, TOKYO

DIRECTOR :

TAKUYA DEMURA

FILM PRODUCER :

YUTA HARASAWA

SPECIAL EFFECTS COMPANY :

KAIBUTSU, TOKYO

SOUND PRODUCTION COMPANY :

CUBESATO, TOKYO

SOUND DESIGNER :

SATOSHI YOSHITAKE

PRINT PRODUCTION COMPANY :

PEN.INC., TOKYO/CREATIVE POWER UNIT, TOKYO/DENTSU ON DEMAND GRAPHIC INC., TOKYO

PHOTOGRAPHER :

TAKAYA SAKANO/JUNPEI KATO

RETOUCHER 2 :

YOSUKE MOCHIZUKI

DESIGNER :

MINAMI OTSUKA/HARUKO NAKATANI

TYPOGRAPHER :

MARIKO KINOSHITA

PRINT PRODUCER :

SHINYA TAMURA

BACKGROUND OVERVIEW :

OUR BRIEF WAS TO BRAND A NEW ACADEMIC PROGRAMME FOR ONE OF JAPAN'S OLDEST UNIVERSITIES. OUR SOLUTION WAS TO DEVELOP A COMPREHENSIVE PLAN ENCOMPASSING VISUAL IDENTITY, STRATEGIC PR AND ADVERTISING. SINCE THE NAME OF THE PROGRAMME IS PEARL, WE TOOK THE LAYERED STRUCTURE OF PEARLS AS A DESIGN MOTIF TO COMMUNICATE THE IDEA THAT STUDENTS CAN GROW IN WISDOM AND KNOWLEDGE LIKE A PEARL GROWS IN BEAUTY AND LUSTRE. WITH BOLD, DISTINCTIVE GRAPHIC DESIGN WE PRESENTED THE STAID, CONSERVATIVE WORLD OF ACADEMIA IN A FRESH NEW LIGHT.