Aspiration & Perspiration|海报/平面|广告营销案例【ADGuider广告指南】

抽吸 & 排汗

案例简介：背景 “渴望与汗水” 是为2018电通广告奖打造的视觉设计。这些奖项表彰广告商卓越的传播策略，是日本最古老的广告奖。2018，我们选择水稻种植作为文化相关的主题，并展示了各种不同寻常的水稻种植模式，以反映广告商为取得成功所采用的创新策略。该设计还唤起了所需要的年复一年的努力的永恒本质，以及它有助于创造的美丽的日本风景。描述创意 (40% 的选票) 水稻是一种具有挑战性的作物，尤其是在日本山区，那里夏天炎热，台风很常见。根据这一观点，我们选择水稻种植作为文化相关的设计主题，以代表日本广告商在艰难的商业环境中努力取得成功所面临的挑战。通过展示各种不同寻常的水稻种植模式，我们反映了广告商用来收获商业成功的 “收获” 的创新策略。描述执行情况 (40% 的选票) 我们的执行描绘了水稻种植的策略。微小的水稻幼苗象征着日本广告商对增长的渴望。通过以各种不同的模式 “种植” 它们，我们反映了广告商用来增长的创新策略。为了提高视觉兴趣并强调潜在的象征意义，我们使用丝网印刷将幼苗呈现为明亮的荧光绿，以使颜色流行。列出结果 (20% 的选票) 海报和书一起工作，消除了电通广告奖作为过去遗迹的陈旧形象，给他们一个充满活力和渴望的新面貌，唤起了一个美好的未来。

抽吸 & 排汗

案例简介：Background "ASPIRATION & PERSPIRATION" is a visual design created for the 2018 Dentsu Advertising Awards. The awards, which honor advertisers for the excellence of their communication strategies, are Japan's oldest advertising awards. For 2018, we chose rice planting as a culturally relevant motif, and showed rice being planted in a variety of unusual patterns to reflect the innovative strategies that advertisers employ to achieve success. The design also evokes the timeless nature of the year-in, year-out effort that is required, and the beautiful Japanese landscape that it helps to create. Describe the creative idea (40% of vote) Rice is a challenging crop to grow, particularly in mountainous Japan, where summers are hot and typhoons are common. Working from this insight, we chose rice planting as a culturally relevant design motif to represent the challenges faced by Japanese advertisers striving to succeed in a difficult business environment. By showing rice being planted in a variety of unusual patterns, we reflect the innovative strategies that advertisers employ to reap the "harvest" of business success. Describe the execution (40% of vote) Our execution depicts strategies for rice planting. Tiny rice seedlings symbolize the aspirations of Japanese advertisers for growth. By "planting" them in a variety of different patterns, we reflect the innovative strategies that advertisers use to grow. To heighten visual interest and emphasize the underlying symbolism, we rendered the seedlings in brilliant, fluorescent green using silk-screen printing to make the color pop. List the results (20% of vote) Working together, the posters and book dispelled the timeworn image of the Dentsu Advertising Awards as a relic of the past, giving them a vibrant and aspirational new look that evokes a bountiful future.