SUB CATEGORY :

INTEGRATED DESIGN CAMPAIGN

COMPANY ENTERING :

DENTSU INC., TOKYO

TITLE :

ENDLESS APPETITE

BRAND :

THE HOSHI AWARDS

ADVERTISER :

NIKKEI

AGENCY :

DENTSU INC., TOKYO

CREATIVE DIRECTOR :

YOSHIHIRO YAGI

ART DIRECTOR :

NATSUKI TOMODA

COPYWRITER :

MIYUKI ITO

FILM PRODUCTION COMPANY :

P.I.C.S. CO., LTD., TOKYO

DIRECTOR :

HIDEKI INABA

FILM PRODUCER :

HARUKA TANJI

PRODUCTION MANAGER :

AYAKA WATANABE

COMPOSER :

RYO KANEDA

PRINT PRODUCTION COMPANY :

J.C.SPARK, TOKYO

DESIGNER :

YO KITANAKA/YUKI NAKABAYASHI

BACKGROUND OVERVIEW :

The Hoshi Awards are named after Shinichi Hoshi, one of Japan's leading science fiction writers, and are presented to authors of science-based works of fiction that exhibit exceptional literary merit. The awards are open to all ages, from children to adults. Our challenge was to create a visual identity that effectively communicates the spirit of creativity that the awards celebrate to this wide range of generations. In addition, our design had to be adaptable enough to be consistently applied to materials ranging from promotional posters to awards ceremony videos and book design.
In keeping with the spirit of the Hoshi Awards, our creative solution sought to express the idea that an endless appetite for new ideas has always driven human evolution. Transposing this appetite to the animal kingdom, we used whimsical and engaging images of a giraffe stretching its neck to explore the world in all directions to express this idea in a unique way.