Dentsu Advertising Awards
Poster
Work Book
Newspaper AD
Booklet
Space
Dentsu Advertising Awards
The Study of Human Being
Branding for the exhibition of the “Dentsu Advertising Awards,” Japan’s oldest advertising award. Established in 1947, the prize honors advertisers who have demonstrated outstanding communication, contributing to the growth of industry, economy, and culture. The jury consists of about 500 members, including advertisers, media companies, creators, and experts.
Great advertising is born from sharp observation of human behavior and deep insight into psychology and habits. Even as methods evolve with the times, this universal value of “studying human beings” remains unchanged, a philosophy emphasized throughout the exhibition.
The visuals featured monochrome photographs capturing crowds from above. By depicting both the energy of human gatherings and their moments of dissonance, the design conveyed an objective gaze at humanity. The serene yet powerful composition asked audiences to reconsider the essence of advertising.
The Study of Human Being
日本で最も歴史ある広告賞「広告電通賞」の展覧会ブランディング。1947年に創設された本賞は、優れた広告コミュニケーションを実践した広告主を顕彰し、産業・経済・文化の発展に寄与してきました。広告主や媒体社、クリエイター、有識者など約500名の選考委員によって審査が行われます。
優れた広告は、人間を鋭く観察し、心理や習性を深く洞察する姿勢から生まれます。時代とともに表現手法が多様化しても、この「人間研究」という普遍的な価値は変わりません。その思想を展覧会全体で伝えることを意識しました。
ビジュアルには群衆の行動を俯瞰したモノクロ写真を採用。集合と離散を繰り返す人々の営みのエネルギーと、ときに漂う異様さを写し出し、人間を客観的に見つめるまなざしを提示しました。静謐でありながら力強い構成によって、広告の本質を改めて問いかけています。
Client
Dentsu Advertising Awards Selection Council
Creative Team
Creative Director : Yoshihiro Yagi (Dentsu)
Copy Writer : Haruko Tsutsui (Dentsu)
Art Director : Yoshinaka Ono (Dentsu)
Copy Writer : Marina Danjo (Dentsu)
Designer : Katsunori Nishino (J2 COMPLEX)
Photographer : Ryohei Takanashi (acube)
Retoucher : Takuya Tsugane (RIZING)
Photo Producer : Ryo Ikeda (amana)
Photo Producer : Tomomi Arii (amana)
Photo Producer : Kumiko Furukawa (amana)
Printing Director : Masaharu Nishiyama (Dentsu OG)
