Seishin 精神

A lot has been happening with week in Cannes ! Strong showing from Asia in Design Lions with 7 Gold, 8 Silver and 13 Bronze! That’s a total of 28 awards from the 68 Lions awarded. Japan dominated, reaping 17 awards in total: 5 Gold, 5 Silver and 7 Bronze – in Creative Communications & Posters category.

The Dentsu network recorded 3 Gold, 3 Silver and 4 Bronze spread between their Tokyo and Nagoya agencies.

Dentsu Nagoya won 2 Golds and 1 Silver for “Mother Book” for Kishokai Medical Corporation (Dentsu Tokyo) won Gold and Silver for ‘The Beautiful Black List” for Yoshida Hideo Memorial Foundation/Advertising Museum Tokyo and Silver and Bronze for “Sound on Honda/Ayrton Senna 1989” for Honda. (Also featured earlier on Seishin)

Other Gold Lion winners from Japan were: Mr Design Tokyo for ‘Tamabi’ for Tama Art University and Hakuhodo Tokyo for ‘Penguin Navy’or Sunshine Aquarium.

GOLD LIONS

THE BEAUTIFUL BLACK LIST
YOSHIDA HIDEO MEMORIAL FOUNDATION/ADVERTISING MUSEUM TOKYO
D&AD 2013 EXHIBITION IN JAPAN “THE BEAUTIFUL BLACK LIST – TRACING THE 50 YEARS OF D&AD AWARDS”
DENTSU Tokyo, JAPAN

Brief Explanation:
D&AD is renowned as the most prestigious international design award. Among all the awards presented at the ceremony, ‘Black Pencil’ is the only award bestowed to works that are truly groundbreaking

Describe The Brief From The Client:
Celebrating its 50th anniversary, D&AD exhibited successive Black Pencil works from around the world in Japan. We named those works the ‘Black List’ and executed the total design of the exhibition.

Design Process:
The theme is a whale. We can hardly grasp the entire picture of this gigantic species; its extraordinary power has fascinated the human mind since the dawn of time. Travelling across the world without boundaries, where will it take us?

Watch the video here (also featured at the top of the post)
Credits: DENTSU Tokyo, JAPAN
Source: CannesLions

MOTHER BOOK
KISHOKAI MEDICAL CORPORATION
BELL-NET OBSTETRICS
DENTSU Nagoya, JAPAN

Brief Explanation:
Pregnancy and childbirth are one of the most important events in life.
Our client, Bell-net OBSTETRICS, wanted to help by giving an unforgettable experience.

Describe The Brief From The Client:
To raise awareness of Bell-net OBSTETRICS.

Design Process:
Bell-net OBSTETRICS handed out a special book to expecting mothers. The world’s first ever book that grows with mothers. The “Mother Book”.
-The “Mother Book” consists of 40 pages, which is the same as the number of weeks of pregnancy.
-The design of each page will help expectant mothers to understand the status of their babies every week.
-The pages of the book get bigger at the same time.
-The “Mother Book” can be used as a diary to write their feelings towards their babies every week.

Results:
The “Mother book”, enhanced the joys of becoming a mother.
In addition, words that were written during the pregnancy will become the best gift to the child in the future.

Watch mother book Video here
Credits: DENTSU Nagoya

PENGUIN NAVI
SUNSHINE AQUARIUM
SUNSHINE CITY CORPORATION
HAKUHODO Tokyo, JAPAN

Brief Explanation:
Get the cutest aquarium inhabitant—penguins—to guide visitors to the Aquarium. We designed an augmented reality GPS system featuring penguins that lead the way to the Aquarium. Our GPS penguins walk and move exactly like real penguins. It was a world first: motion capture technology applied to penguins. Humans are naturally entranced by cute animals. With our App, all anyone with a mobile phone has to do is follow the penguins. They lead straight to the Aquarium. It’s so entertaining that all other distractions go unnoticed.

Describe The Brief From The Client:
The metropolis of Tokyo is a buzzing hive of activity with hundreds of thousands of distractions—so many in fact that visiting the famous Sunshine Aquarium, which has been around for 35 years, had fallen off many people’s radars. To make matters worse, the Aquarium is located in an extremely dense part of the city and it’s nearly a kilometer from the nearest station. We had to find a way to attract more visitors to the Aquarium and, just importantly, make sure they had no trouble finding it.

Design Process:
The originality of this creative work is walking with Augmented Reality (AR) penguins on the street
and AR penguins taking you to the aquarium. Penguins are the main attraction in this aquarium.
We set the penguin at the creative center.

Results:
Attendance at the Sunshine Aquarium increased over the previous month despite no change in exhibition content. People who downloaded the App spent on average more than 9 minutes at a time playing with it. More than 32% of users opened the app more than 7 times and 93% of users planned to recommend it to friends/families. Penguins brought not only people to the Aquarium, they also brought smiles.

Watch the video here
Credits: HAKUHODO Tokyo, JAPAN

BRONZE LIONS

WHITE SHADOW
DMG:EVENTS JAPAN
AD:TECH TOKYO 2013
HAKUHODO Tokyo, JAPAN

Brief Explanation:
In order to communicate this message, we created the key visuals to appeal to audiences intuitively.

Describe The Brief From The Client:
The theme for “ad:tech tokyo 2013”, the world’s largest annual digital marketing conference, is “Future Innovation.”

Design Process:
Most posters are pieces of paper displayed on walls.
Creases made by simply folding plain white paper create a complex interplay of light and shadow.
That delicate chiaroscuro symbolizes the quiet emergence of future innovation.
The tagline can faintly be made out： “Innovation starts quietly.”

Results:
The 2013 event attracted visitors, up 15% from 2012, resulting in a great success and responses exceeding the goals set.

Credits: HAKUHODO Tokyo, JAPAN

140TH
TAISEI CORPORATION
CORPORATION CAMPEIGN
DENTSU Tokyo, JAPAN

Brief Explanation:
The buildings also symbolize Taisei’s strong desire to build the future through construction. Media used: posters and newspapers.

Describe The Brief From The Client:
Taisei Corporation is one of the leading and most well-established construction companies in Japan. It has a proud history and celebrated its 140th anniversary this year. The client’s brief was to use this memorable milestone to present to the world a fresh, next-generation image while still preserving the company’s historical, traditional sense of trustworthiness.

Design Process:
We used the “building” motif that symbolizes the structures undertaken in the past to produce simple yet powerful and vivid visuals. Revealing the structural beauty of the architecture highlights the presence of buildings, something typically taken for granted, and portrays a new future-looking image. The buildings also symbolize Taisei’s strong desire to build the future through construction. Media used: posters and newspapers.

Results:
Taisei’s strong desire to build the future through construction. Media used: posters and newspapers. Naturally it became a hot topic of conversation and the company’s previous, somewhat antiquated image received a facelift. It also enhanced motivation within the company.

 Credits: DENTSU Tokyo, JAPAN

JAPAN

GOLD LION
THE BEAUTIFUL BLACK LIST
YOSHIDA HIDEO MEMORIAL FOUNDATION/ADVERTISING MUSEUM TOKYO
DENTSU Tokyo

GOLD LION
MOTHER BOOK
KISHOKAI MEDICAL CORPORATION
DENTSU Nagoya / OPENENDS Nagoya

GOLD LION
MOTHER BOOK
KISHOKAI MEDICAL CORPORATION
DENTSU Nagoya / OPENENDS Nagoya

GOLD LION
TAMABI
TAMA ART UNIVERSITY
MR_DESIGN Tokyo

GOLD LION
PENGUIN NAVI
SUNSHINE AQUARIUM
HAKUHODO Tokyo

SILVER LION
ROLLING EGGS
SHIGA ART SCHOOL
CREATIVE POWER UNIT Tokyo

SILVER LION
MOTHER BOOK
KISHOKAI MEDICAL CORPORATION
DENTSU Nagoya / OPENENDS Nagoya

SILVER LION
THE BEAUTIFUL BLACK LIST
YOSHIDA HIDEO MEMORIAL FOUNDATION/ADVERTISING MUSEUM TOKYO
DENTSU Tokyo

SILVER LION
SOUND OF HONDA/AYRTON SENNA 1989
HONDA MOTOR CO.
DENTSU Tokyo

SILVER LION
HANDS ON SEARCH
YAHOO! JAPAN
HAKUHODO KETTLE Tokyo

BRONZE LION
140TH
TAISEI CORPORATION
DENTSU Tokyo / COMMON DESIGN Tokyo

BRONZE LION
WHITE SHADOW
DMG::EVENTS JAPAN
HAKUHODO Tokyo

BRONZE LION
CUP SAKE
ASABIRAKI CO.,LTD / TOMITA SHUZO INC.
HAKUHODO Tokyo

BRONZE LION
NEWS BOTTLE!
THE MAINICHI NEWSPAPERS
DENTSU Tokyo

BRONZE LION
HOTEL JAPAN
MORI Tokyo / DENTSU Tokyo / PEN. TOKYO

BRONZE LION
GOAL IS THE GOLD
YOSHIDA HIDEO MEMORIAL FOUNDATION/ADVERTISING MUSEUM TOKYO
DENTSU Tokyo

BRONZE LION
SOUND OF HONDA / AYRTON SENNA 1989
HONDA MOTOR CO.
DENTSU Tokyo

CHINA

SILVER LION
WORDS CAN BE WEAPONS
CENTER FOR PSYCHOLOGICAL RESEARCH, SHENYANG
OGILVY BEIJING

BRONZE LION
LIGHT AFTER SCHOOL
HAIER
PUBLICIS SHANGHAI

BRONZE LION
CAPTURED IN AUDIO
PENGUIN CHINA
Y&R BEIJING

THAILAND

BRONZE LION
EFFECTIVE MICROORGANISMS CALENDAR
EMRO ASIA CO.,LTD
CREATIVE JUICE\BANGKOK
THAILAND

SOUTH KOREA

BRONZE LION
INVISIBLE PEOPLE
UNHCR
CHEIL WORLDWIDE Seoul

SINGAPORE

BRONZE LION
UU 3D CUSTOM FIGURINES
KINETIC + SCOTTS SQUARE + MIKANBAKO
KINETIC SINGAPORE
SINGAPORE

To download all winners, visit CannesLions