ADC Awards
ADC Annual Awards is the oldest continuously running industry award show in the world, with an incredible legacy of over 100 years. These awards celebrate the very best in advertising, digital media, graphic and publication design, packaging and product design, motion, experiential and spatial design, photography, illustration and fashion design – all with a focus on artistry and craftsmanship.
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Category
Innovation
Annual ID
ADC_ILT20_056M
About the Work
Shiseido Karakusa, the spiral pattern symbolizing Shiseido, Japan’s foremost cosmetics manufacturer, has highlighted company products and advertising for close to a century. With media and society in the midst of the digital shift, we sought a similar way to update our designs and design system to supplement the handcrafting method trusted and implemented by Shiseido artists for 100 years. Our solution combines Truchet tiles and the mathematical method of “surface filling” for endless creation of karakusa motifs. This enabled the generation of spiral designs surpassing what even the most accomplished craftspeople could imagine. The tool also facilitated the participation of a wider circle of individuals in the process. We also used this innovative design tool to create visual installations incorporating environmental data influencing plant life, such as sunshine, rainfall, and CO2 emission quantities, along with city congestion. Enhancing the design system enabled us to communicate the Shiseido brand identity with an emphasis on both tradition and innovation.
2020 Awards
Total Points: 2
Merit Honor
Credits
Agency
Dentsu Inc. / Tokyo
Design Firm
Qosmo, Inc. / Tokyo, Japan
Client / Brand
Shiseido Company, Limited / Tokyo
Production Company
Hakuten Corporation / Tokyo, Japan
Dentsu Live Inc. / Tokyo
ADBRAIN Inc. / Tokyo, Japan
Art Director
Yu Miura
Keisuke Hori
Yusuke Koyanagi
Creative Director
Yu Miura
Naoki Tanaka
Kuwana Isao
Creative Technologist
Kyoko Yonezawa
Shintaro Murakami
Shoya Dozono
Executive Creative Director
Yoji Nobuto Nobuto
Artist
Yosuke Nakazato
Writer
Naoki Tanaka
Risako Kawashima
Creative Team
Kenji Ozaki
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