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SUB CATEGORY :
POSTER
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COMPANY ENTERING :
DENTSU INC., TOKYO
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TITLE :
ASPIRATION & PERSPIRATION
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BRAND :
DENTSU ADVERTISING AWARDS 2018
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ADVERTISER :
DENTSU ADVERTISING AWARDS SELECTION COUNCIL
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AGENCY :
DENTSU INC., TOKYO
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CREATIVE DIRECTOR :
YOSHIHIRO YAGI
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COPYWRITER :
HARUKO TSUTSUI/MARINA DANJO
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ART DIRECTOR :
YUKI TSUTSUMI
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PRINT PRODUCTION COMPANY :
BAU ADVERTISING OFFICE, TOKYO/ DENTSU ON DEMAND GRAPHIC INC., TOKYO
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DESIGNER :
DAI ODANI/TAKE ATSUSHI
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PRINT PRODUCER :
HIDEKI KARASAWA
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BACKGROUND OVERVIEW :
"ASPIRATION & PERSPIRATION" IS A VISUAL DESIGN CREATED FOR THE 2018 DENTSU ADVERTISING AWARDS. THE AWARDS, WHICH HONOR ADVERTISERS FOR THE EXCELLENCE OF THEIR COMMUNICATION STRATEGIES, ARE JAPAN'S OLDEST ADVERTISING AWARDS. FOR 2018, WE CHOSE RICE PLANTING AS A CULTURALLY RELEVANT MOTIF, AND SHOWED RICE BEING PLANTED IN A VARIETY OF UNUSUAL PATTERNS TO REFLECT THE INNOVATIVE STRATEGIES THAT ADVERTISERS EMPLOY TO ACHIEVE SUCCESS. THE DESIGN ALSO EVOKES THE TIMELESS NATURE OF THE YEAR-IN, YEAR-OUT EFFORT THAT IS REQUIRED, AND THE BEAUTIFUL JAPANESE LANDSCAPE THAT IT HELPS TO CREATE.
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