Last year, Asia scored 4 Yellow Pencils and 10 Silver Nominations at D&AD.
A Yellow Pencil in Graphic Design went to a Japanese creative lab called Party, that designs projects worldwide (from offices in Tokyo and New York) ranging from brand communication, product, service, content; to event, and space design. Its Yellow Pencil was for a video called Kanji City, for COG – exercise entertainment site http://c-o-g.jp/. The video was called Kanji City.
“This project is new content designed for the exercise programme COG. Users can enjoy a 40-minute spinning exercise session with music and light installation, all synchronised to the pedalling. Instead of an instructor, a built-in iPad on each bike gives you effective directions by showing an animation that is themed to cities around the world. Kanji City is an intermediate programme for COG, designed with original images of Kyoto. Kyoto has tradition, culture and natural beauty. All virtual landscape is expressed in Kanji typeface.”
Credits:
Creative Agency: Party
Creative Director/Art Director/Type Director: Naoki Ito
Director/Animator: Kota Iguchi
Designer: Chihiro Konno, Rei Ishii
Type Designer: Q Asaba, Chihiro Konno
Music: Satoshi Murai
Producer: Satoshi Takahashi
Project Manager: Keita Furusawa
Design agency, 6D-K won its Yellow Pencil in branding/Branding schemes for medium business.
“JA stands for Japan Agricultural Cooperatives, the nation’s largest cooperative in its category; JA Minds is an agricultural union responsible for the Tama district in Tokyo. JA was struggling with the reality that people viewed it as somewhat conservative, and it had difficulty communicating the distinctive services it had to offer. Our solution was a new visual identity incorporating pictograms, which could demonstrate the diversity of its business as well as build affinity among a wide audience, including children, senior citizens and those engaging with agriculture.”
Credits:
Design Agency: 6D-K
Designers: Shogo Kishino & Nozomi Tagami
Art Director: Shogo Kishino
Illustrator: Ichio Otsuka
Brand Director: Yasuhiro Kondo
Ogilvy & Mather Shanghai’s Yellow Pencil was for the now famous #CokeHands. The outdoor poster was a simple celebration of “the spirit and happiness that comes with sharing a bottle of Coke.” It is also made of just two elements – both trademarks of Coke that are recognised worldwide: the Dynamic Ribbon and the Contour Bottle.
“In a market like China where clutter is the norm, the simple lines and hyper-minimalistic design, which even leaves out Coke’s logo, are a show-stopping example of ‘less is more. Beyond its obvious beauty, what made everyone so excited is that the design is inherently universal – we expect it to bring smiles to people everywhere from Shanghai to Istanbul to Buenos Aires – without any modification at all.” [Graham Fink, chief creative officer, O&M China.]
The design was created by a 20 year old Hong Kong designer while still at Design School. Fink had personally tracked down Jonathan Mak Long, who had created fifteen minutes of internet acclaim for his Steve Jobs tribute, which went viral around the world soon after his death.
The Louis Vuitton-Yayoi Kusama 2012 limited edition book won its Yellow Pencil for Work, Singapore, in Brand Expression in Print. The limited edition book for Dover Street Market Ginza formed part of a wider collaboration between Louis Vuitton and Japanese artist, Yayoi Kusama – it features images and works from the last 50 years of Kusama’s career.
Credits:
Creative Agency: Party
Creative Director/Art Director/Type Director: Naoki Ito
Director/Animator: Kota Iguchi
Designer: Chihiro Konno, Rei Ishii
Type Designer: Q Asaba, Chihiro Konno
Music: Satoshi Murai
Producer: Satoshi Takahashi
Project Manager: Keita Furusawa
