THE ONE SHOW
Poster
Exhibition Space
Movie
THE ONE SHOW
Fantastic Muscleheads
Branding for the exhibition of THE ONE SHOW, one of the world’s most prestigious advertising awards. Recognized globally for excellence in advertising, design, and digital creativity, the award honors individuals whose innovation and expressive power set the highest standard in the industry.
Contemporary creativity was framed as a “mixed martial arts battle,” where diverse ways of thinking and well-trained “brain muscles” compete. Often invisible in daily life, these creators carry anonymity like masked wrestlers. By analyzing past award-winning works, symbolic “ring names” were assigned to each, representing their unique identities.
Visuals centered on the motif of lucha libre masks, developed in a variety of patterns inspired by the ring names. These masks highlighted both the diversity of creativity and the festive spirit of the exhibition, while posing the provocative question: “What is your strength?”—inviting viewers onto the stage of creation.
Fantastic Muscleheads
世界を代表する広告賞「THE ONE SHOW」の展覧会ブランディング。THE ONE SHOWは広告・デザイン、デジタル領域において世界的に権威を持つ国際アワードであり、革新性と表現力に優れたクリエイター個人に贈られる、長い歴史と高い信頼を誇る最高峰の賞です。
現代のクリエイティブは、多様な思考や表現、そして鍛え上げられた“脳の筋肉”を持つクリエイターたちが技を競う「異種格闘技戦」。その姿は日常では見えにくく、覆面レスラーのように匿名性をまとっています。過去の受賞作を分析し、各クリエイターを象徴する“リングネーム”を考案することで、多様な個性を表現しました。
ビジュアルは覆面マスクをモチーフに、多彩なデザイン展開を実現。リングネームにちなんだ独自のパターンで彩られたマスクが、創造性の多様さと展覧会の華やかさを同時に演出しました。受け手に「あなたの強みは何か？」という問いを投げかけ、創造の舞台へと誘っています。
Client
The Ad Museum Tokyo
Creative Team
Executive Creative Director : Yuya Furukawa (Dentsu)
Creative Director : Yoshihiro Yagi (Dentsu)
Copy Writer : Haruko Tsutsui (Dentsu)
Art Director : Yoshinaka Ono (Dentsu)
Copy Write r: Nao Arai (Dentsu)
Designer : Keita Asaoka (Dentsu Creative X)
Designer : Tomomi Iizuka (Dentsu Creative X)
Producer : Takaharu Hatori (TYO MONSTER)
Animator : Mizuhiro
Composer : Kazuna Hirose
Composer : Ric
