Cannes Lions
6D-K, Tokyo / TOKAI / 2014
Overview
Entries
Credits
Description
The 'Kamiwaza Award' asks for submission of work that is made of nothing but paper, with the exception of adhesives and framework. We therefore felt the need to apply skilled techniques to the poster itself as well. The intention was to have the audience instantly understand the purport of 'Kamiwaza Award' - 'Paper' 'Assembled by Hand', with such craftsmanship presented in the poster.
Execution
Aiming to achieve understanding of the award’s purport just by the poster, we decided to apply to it, 'incrustation', a fine technique long existing in Japan, in which a contrasting material is applied as inlay, and found in objects like Japanese swords. 3 types of paper each representing the kanji ? (paper)/hand/outline were inlaid to the base paper, and managed to express the technique, rather than to decorate the poster.
Outcome
Featuring the logo that expresses the award’s purport of 'Paper' 'Assembled by Hand', and applied with the 'incrustation' technique, the poster managed to further promote the announcement of 'Kamiwaza Award'. To prove its impact, access to the website grew four times higher after it was posted, and among the prize-winning works was one that had based its idea on this poster.
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