Silver
Design
Craft - Art Direction Campaign
| Entrant: | Dentsu Inc., Tokyo |
| Brand: | Himeji Castle |
| Title(s): | "Beauty born of peace. Newspaper", "Beauty born of peace. Tabloid", "Beauty born of peace. Poster" |
| Corporate Name of Client: | The Kobe Shimbun |
| Client Company: | The Kobe Shimbun, Kobe |
| Client: | Hiroki Ohgishi |
| Agency: | Dentsu Inc., Tokyo |
| Creative Director: | Chika Watanabe |
| Art Director: | Hiromi Uzaki |
| Producers: | Koji Yamamoto/Tsudoi Uema |
| Photographer: | Norihiko Okimura |
| Retoucher: | Ryosuke Harashima |
Description:
By conveying the historical fact that "Himeji Castle’s appearance has been miraculously preserved because it has not seen war for the 400 years since its construction,” the ad not only conveys the beauty of the castle but also the importance of peace born in the absence of war.
A photograph of the castle was taken using no lighting but that of a full moon, just as it would have appeared 400 years ago. The exposure time was adjusted many times to express the beauty of a woodblock print.
The ad featured a dynamic design in which the message was shown over a two-page spread. When the newspaper was turned sideways, the castle spread across the paper. The impactful design was photographed and quickly became a hot topic on social media.
The ad was also pulled into the discussion about peace. Furthermore, by shining a new light on the castle that has been loved by locals for 400 years, we succeeded in creating a new bond between Himeji Castle and its fans.
We are running a campaign throughout the year. Newspaper advertisement published on December 31, 2022.
Posters and tabloids published on December 11, 2023.