THE ONE SHOW
Poster
Exhibition Space
Movie
THE ONE SHOW
Fantastic Muscleheads
Branding for the exhibition "THE ONE SHOW 2019," one of the world’s most renowned advertising awards. The ONE SHOW is a prestigious international accolade in advertising, design, and digital fields, honoring creators recognized for their innovation and expressive power. With its long history and credibility, it stands as one of the highest distinctions in the creative industry.
Contemporary creativity can be seen as a kind of “mixed martial arts,” where creators with diverse ideas, expressions, and finely honed “mental muscles” pit their skills against one another. Their presence is often hidden, like masked wrestlers wrapped in anonymity. By analyzing past award-winning works, we devised symbolic “ring names” for each creator, highlighting the richness of their individuality.
The visuals drew on the motif of wrestling masks, expanded into a wide range of graphic variations. Each mask, with unique patterns inspired by the ring names, conveyed both the diversity of creativity and the vibrancy of the exhibition. Ultimately, the design asked, “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」の展覧会のブランディング。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」。その姿は日常の中では見えにくく、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。
ビジュアルで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ています。このデザインは受け手に「あなたの強みは何か？」という問いを投げかけ、創造の舞台へと誘いました。
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
