Bronze
Direct
Craft - Art Direction
| Entrant: | VML Ogilvy Japan, Tokyo |
| Brand: | Bungashi |
| Title: | "Edible Literature" |
| Corporate Name of Client: | KAMEYA YOSHINAGA |
| Client Company: | KAMEYA YOSHINAGA, Kyoto |
| Client President: | Yoshikazu Yoshimura |
| Agency: | VML Ogilvy Japan, Tokyo |
| Agency Chief Executive Officer: | Ichiro Ota |
| Agency Ogilvy APAC, Regional Chief Creative Officer: | Reed Collins |
| Agency VML APAC, Regional Chief Creative Officer: | Paul Nagy |
| Agency Creative Chairman: | Doug Schiff |
| Chief Creative Officers: | Takayuki Niizawa/Yasushi Arikawa |
| Creative Director: | Yosuke Kurata |
| Art Directors: | Takatoshi Kaneko/Yukie Itakura/Kazuya Tanino |
| Agency Chief Operating Officer: | Akira Suzuki |
| Agency Managing Director: | Takumi Ichihara |
| Agency PR Director: | Yuko Uchiyama |
| Agency Account Director: | Ko Ishizaka |
| Production Company: | 21incorporation Inc., Tokyo |
| Director: | Yusei Fukunishi |
| Executive Producer: | Masatoshi Otsuka |
| Director Of Photography: | Kenji Watanabe |
| Production Project Manager: | Daisuke Kudo |
| Editor: | Takayuki Umetani |
| Photography Studio: | CLIMBERS Inc., Tokyo |
| Photographer: | Tokio Yagi |
| Illustrator: | Yukako Sakaguchi |
| Casting Company Casting: | Yasushi Kodera |
| Hair & Make-Up: | Ayaka Takeshita |
| Stylist: | Kazumi Terada |
Description:
Wagashi is the traditional art of Japanese confectionary. Going back centuries, it reflects the essence and beauty of the natural world. But in recent years, today’s confections have lost their cultural connection, and their true beauty.
To preserve the traditions of wagashi, and to also provide a deeper literary experience to many Japanese classic novels, a Kyoto-based wagashi craftsman partnered with a publisher of some of Japan’s most iconic authors to create Bungashi, a multi-sensorial literary experience.
Bespoke wagashi were designed and crafted to be enjoyed during specific sections of the novel, providing a unique experience of added dimension for the reader. Packaged together, the reader was notified within the pages of the book just when to add the wagashi to the story, resulting in a truly extraordinary experience.