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Brochures/Catalogues - Consumer
Entrant: Dentsu Inc. Kansai, Osaka
Haiku Event
Corporate Name of Client: MITSUBISHI ESTATE CO., LTD & IDEE CO., LTD
Agency: Dentsu Inc., Kansai, Osaka
Design Company: Katachi Co., Ltd., Tokyo
Copywriter: Haruko Tsutsui
Art Director: Yoshihiro Yagi
Illustrator: Chie Ichida
Graphic Designer: Yo Kimura

Concept: We aim to increase the number of participants in event and make a good impression at the event. Young Japanese people are not so interested in traditional Japanese culture. Therefore we focused on the more familiar traditional event, “Moon viewing” which takes place in Japan every year around mid-September, when the moon looks most beautiful. This contains images and stories associated with the moon. To make the readers feel as if they are “Moon viewing”, a dot is used to resemble the moon and is featured on every page. The booklet contains “Wolfman,” who turns into a wolf on the night of the full moon; “Kaguya-hime (Moon Princess)”, an old Japanese fairy tale; and the “The Space Rabbit”. Although initially intended as a one-off, it was decided to make the event quarterly due to the very positive response. The book of haiku composed by the party organizer also sold very well.

LIA Awards 2009©

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