Seishin 精神

Creative wrap up on Cannes Lions Winners in Communication design & Offline digital design.

Discover Beautiful illustrations and how Yahoo JAPAN integrated the “Search” function with a 3D printer and developed the “Hands On Search” machine, mixing beautifully digital and physical worlds.

Gold Lions

TAMABI
TAMA ART UNIVERSITY
UNIVERSITY
MR_DESIGN Tokyo, JAPAN

Brief Explanation:
We explored different ways to express the good qualities of the university. We then focused on the hand-crafted. We produced many different visuals in a simple format and with a limited selection of motifs. This series consists of about 100 variations. A lot of variations represent the university’s slogan “MADE BY HANDS” and principles. Also we tried to represent the spirit of art and design.

Describe The Brief From The Client:
TAMABI is a nickname for the Tama Art University which is one of the top art schools in Japan.
These official advertisements needed to incorporate the university’s slogan “MADE BY HANDS” and principles: the avant-garde, the challenge, and creating something new.

Design Process:
We transformed the limited selection of motifs, texts and letters of ‘TAMABI’, and took the photographs of the hand along each themes. Black and white images implied preparatory drawings. Archives of the advertisement can be viewed on the university website. We have made a book of the campaign images which is bound by craftsmen in a Japanese traditional style.

Results:
As a result of this branding, the number of candidates who applied were higher than for other art universities. Alumni, students and a staff of the university feel proud of the university because the advertisements gave a good impression of the institution. Ultimately, we succeeded in making big fans of TAMABI.

Credits: MR_DESIGN Tokyo, JAPAN

Silver Lions

ROLLING EGGS
SHIGA ART SCHOOL
ROLLING EGGS
CREATIVE POWER UNIT Tokyo, JAPAN

Brief Explanation:
Shiga Art School is a community based art school in Shiga, teaching creative expression to all ages from children to senior citizens.

Describe The Brief From The Client:
The students are emerging talent – trying out different methods and coming up with new ideas. We expressed this notion by comparing the students with ‘eggs’.

Design Process:
The poster is printed on both sides of the paper; the photographs depict eggs in various states on one side and an illustration of ‘rolling’ eggs on the other.

Credits: CREATIVE POWER UNIT Tokyo, JAPAN

Category: Offline digital design

HANDS ON SEARCH
YAHOO! JAPAN
YAHOO! JAPAN
HAKUHODO KETTLE Tokyo, JAPAN

Brief Explanation:
We took on the challenge of designing the search system of the future. To create the search system of the future everyone can benefit from by adding the idea of human touch, rather than just outright devotion to interactivity.

Describe The Brief From The Client:
Search market leader Yahoo! JAPAN wants to improve its brand image as a leader in its field.

Design Process:
We created a new design that entails giving form to one’s curiosity, right in front of them.
A future where things are spoken as words then materialize right in front of you.
Going beyond just seeing and listening, to actually adding the sense of touch to search. This is our Hands On Search system.
We gave meaning to simple 3D printing through the power of ideas. First, in order to get the children of the schools for the blind to use the innovation, we designed the machines according to the children’s physical characteristics.

Results:
Yahoo! released Hands On Search as an open source application. The Japanese government, through the Ministry of Education, then agreed to provide funds to convert the project’s 3D data into study material. This innovation, thus, is now an educational one, going from a single service to a vital piece of social infrastructure.
Support results are as follows.
*3D database now contains over 100,000 entries
*More than ￥1 billion in publicity in Japan; large worldwide exposure

One of my favourite project (video also featured at the top of the post)– very inspiring, bringing the best of search – The “Search” function with a 3D printer for kids to sense what they’re searching. Brilliant mix of digital and physical worlds.

Making Movie of Hands On Search – Yahoo! JAPAN
Watch video here

Hands on Search Website
http://sawareru.jp

Source: CannesLions