Hasta La Creative!

Advertising Agency: Laughlin Constable, Chicago, USA

YouView, the internet TV venture, is involved in a trademark wrangle after its application to register its brand was rejected in key categories such as broadcasting.

Advertising Agency: Ogilvy & Mather, Chile
Chief Creative Officer: Cesar Agost Carreño
Creative Directors: Francisco Camacho, Nicolas Neumann
Art Directors: Cristian Costa, Juan Pablo Álvarez, Jaime Bustamante, Constanza Cortinez
Copywriters: Juan Pablo Tyrer, Maria Jesús Jarpa
Account Manager Erick Krohn
Retoucher: Cristian Costa
Producer: LaMano Estudio

Brief Explanation
We developed the concept of ‘Life-Sized Asian’, and aimed to describe how history, culture, technology, and trends of Asia turn into flesh and blood of an Asian, which is why ideas from Asia are strong.

Describe the brief from the client
To announce and display the ADFEST 2011 exhibition, a collection of the best advertising work from Asia, by designing the whole exhibition based on the theme of ‘why Asian advertising is strong and mystic’.

Description of how you arrived at the final design
We created 4 posters: ‘Palm’, ‘Sole’, ‘Upper Body’, and ‘Lower Body’, applying the Asian idea of the Body as a Universe. The Upper Body and Lower Body posters can be connected to form a life-sized Asian.

Indication of how successful the outcome was in the market:
A giant palm leads visitors into the exhibition hall where a giant Asian, who looks dynamic from a distance, but delicate at close range, welcomes them. Visitors could experience the Asian feel from the overall exhibition design, while viewing the exhibited work. The number of visitors doubled, and the life-sized pamphlets received a lot of praise.

Advertising Agency: Dentsu, Tokyo, Japan
Creative Director: Yuya Furukawa
Designer: Minami Otsuka, Kazuaki Takai
Producer: Shunpei Mikami
Haruko Tsutsui Copywriter
Yoshihiro Yagi Art Director
Printing Producer: Shinya Tamura Graphic
Photographer: Takaya Sakano

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