The Ultra Asian
The Yoshida Hideo Memorial Foundation, founded by Dentsu in 1965, aims to fulfil the vision of Yoshida Hideo, fourth president of the company, who passed away in 1963. The Foundation’s advertising museum announced and displayed the Adfest 2011 Exhibition with a design concept looking at why Asian advertising is strong and mystic. Four posters, Palm, Sole, Upper Body and Lower Body, explore the Asian idea of the Body as a Universe. A giant palm led visitors into the exhibition hall where a giant Asian, who looks dynamic from a distance, but delicate at close range, welcomed them.
The Ultra Asian project won Gold Design Lion at 2012 Cannes, Design Silver at 2011 Spikes, Direct Lotus Bronze, Design Lotus Gold, Design Lotus Silver at 2012 Adfest, Design Gold, Design Silver at 2012 One Show, and Gold Design at 2012 D&AD Awards.
The Ultra Asian project was developed at Dentsu, Tokyo, by creative director Yuya Furukawa, copywriter Haruko Tsutsui, art director Yoshihiro Yagi, printing producer Shinya Tamura (Dentsu On Demand Graphic), project manager Yoshiko Tomita, with Taki Corporation designers Minami Otsuka and Kazuaki Takai, producer Shunpei Mikami, photographer Takaya Sakano.