Design > Corporate or Brand Identity
KINOKUNIYA SEEK CAMPAIGN
LEO BURNETT ADVERTISING, Kuala Lumpur / KINOKUNIYA BOOK STORES / 2009
Awards:
Overview
Credits
OVERVIEW
BriefExplanation
As a Japanese corporation, Kinokuniya retains a deep reverence for the written word. More than just a bookseller, it strives to be a disseminator of knowledge, wisdom and enlightenment.
ClientBriefOrObjective
Japanese things, inexplicably, are very attractive to many Malaysians. Thus the Japanese identity of Kinokuniya is a selling point for this corporate campaign. The challenge was to avoid clichés of Japan, while communicating the spirit of this bookshop.
Effectiveness
1. The highest compliment was when a scholarly Japanese gentleman passing the displayed posters said, “Very sophisticated” to the bookshop staff. Upon further probing, he explained that it was because these posters have elevated the status of books, subtly ranking them as icons of enlightenment.
2. Placed on the display windows facing the busy passageway near KLCC’s escalators, these intriguing posters also attract harried shoppers to solace in this isle of knowledge and peace.
Execution
The design was inspired by the Japanese tradition of seeking insights while contemplating Zen icons like rock gardens, raked gravel, koan, stands of bamboo etc. In like manner, each corporate poster has one word cryptically “typographed” into the layout of its countless books. Each of the three posters encrypt a different word: “Knowledge”; “Wisdom”; and “Enlightenment”
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