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New Structure

New Structure | Dentsu Inc. And Ministry of Education of The People's Republic of China | Dentsu
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basics
Industry: Education
Media:Design & Branding
Market:Japan
Style: Minimalism
descriptioncnen
Strategy

We expressed the connection between countries and with the world through "Shikuchi Tsugite," a traditional architectural technology that has developed between Japan and China.
Execution

We created everything that would reach the participants’ eyes and hands – the space design of the memorial ceremony venue, concept movie, poster and trophies.
Synopsis

There is a project that Japan and China have been collaborating on since 1996, for the purpose of education of those in advertising and human resource development. We directed this project's 20th anniversary.
CampaignDescription

The concept of our idea is "new structure."The motif is a method of wooden construction named "Shikuchi Tsugite" (jointing and coupling), which has evolved through technology exchange between Japan and China. We expressed, through education and human resource development, countries can connect to one another the right way, and how that connection helps create a new world.
Outcome

As a compilation of 20 years of this project, we succeeded in raising its brand value and clearly defining the brand concept.
credit
Brand:
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Other credit:Entrant Company: DENTSU INC., Tokyo, Japan
awards
Cannes Lions International Festival of Creativity 2017
Shortlist Design
Posters
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