Two opposed cultures create a new hybrid culture. And a marketing filed is not exception to this mixing concept. Things, we believed they would never merge, sometimes perform an idea of chemical reaction then figure a new groundbreaking culture. Japan produces a wide variety of individual but unique cultures such as traditional Japanese pattern and modern anime culture. However, whoever had imagined the potential possibility after combining these two different concepts? We realized this theory and created the hybrid design which describes and urges marketers to evolve through changes in society, people and occasions by disproving stereotypes. Our strategy regards a marketing field is not only as a place of knowledge sharing but as new culture creating.

This poster describes a concept of “adtech kanasai” through a hybrid culture with two opposed icons, “traditional Japanese pattern” and “modern anime character”. Every time, a variety but different fields of professionals from marketing, creative and promoters present and share their new ideas at this event. To draw this developing concept map, we expressed a hybrid culture with two opposed icons, “traditional Japanese pattern” and “modern anime character”.

The futuristic and harmonic design implies a role of adtech kansai which can create a new culture by marketers presenting and discussing each other. First of all, a sense of incompatibility was felt for the expression of these directly-opposed ideas as well as it evoked nostalgia and fixedness. Then, people started thinking about the message of this poster and arrived at the answer which implies the importance of blending different fields, ideas, concepts and time to create a brand-new thing. It gave a great impact to visitors and encouraged them to found out advanced opportunities at the seminar.