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

吸气和出汗

案例简介：背景 “渴望与汗水” 是为2018电通广告奖创建的视觉设计。该奖项是日本历史最悠久的广告奖项，旨在表彰广告商的卓越传播策略。2018，我们选择水稻种植作为与文化相关的主题，并以各种不同寻常的模式展示水稻种植，以反映广告商为取得成功而采用的创新策略。该设计还唤起了年复一年的工作的永恒本质，以及它有助于创造的美丽的日本风景。描述创意 (投票40%) 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，台风很普遍。从这种见解出发，我们选择了水稻种植作为与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。通过展示水稻以各种不同寻常的模式种植，我们反映了广告商为获得商业成功的 “收获” 而采用的创新策略。描述执行 (投票40%) 我们的执行描述了水稻种植的策略。微小的水稻幼苗象征着日本广告商的增长愿望。通过以各种不同的模式 “种植” 它们，我们反映了广告商用于增长的创新策略。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制成明亮的荧光绿色，以使颜色流行。列出结果 (投票20%) 海报和书籍共同努力，消除了电通广告奖作为过去遗物的陈旧形象，给他们一个充满活力和抱负的新面貌，唤起了一个美好的未来。

吸气和出汗

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.