The One Show

The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.

2023 One Show - Print & Promotional

Beautiful Mutations

Agency DENTSU INC. / Tokyo

Client The Ad Museum Tokyo / Yoshida Hideo Memorial Foundation


Craft / Art Direction

Annual ID


About the Work

“The D&AD Awards 2021 Exhibition in Japan” was held at the Ad Museum Tokyo. Our brief was to develop a design concept that reflected the outstanding creativity of the previous year’s D&AD award winners, and to create posters, movies, and thematically linked decor for the exhibition venue. Our idea sprang from the insight that design is continually driven by the creative impulse to make things better and more beautiful than they were before. It is an impulse passed from generation to generation, transcending genres and cultures to connect people across time and space. The designs that emerge from this process have an intense brilliance, and their evolution never ceases. We conceived this process to be a succession of “beautiful mutations,” and chose ever-mutating goldfish as a motif for visual expression. The D&AD Awards define a globally recognised standard of design excellence, and with our creative work we encouraged exhibition visitors to consider how the award-winning works reflect the ever-evolving nature of the design process. We used fluorescent orange lines to express the idea of “design DNA” being passed down through successive generations of creators striving to make things better and more beautiful than ever before. We deliberately chose fluorescent orange to make the lines themselves seem to come alive, and to reflect the vital force that drives the creative process. The lines pass through the body of each goldfish, yet each fish is different, with no two having the same pattern. They are distinct individuals who follow their own path, shimmering with an iridescent beauty that is uniquely their own. Fluorescent orange lines were also used throughout the exhibition space to express the idea of “design as a process” that flowed through all of the works on display. This design accent also created a sense of continuity and dynamic flow that further enhanced the visual appeal of the exhibition venue. Despite pandemic-related restrictions that required visitors to make reservations in advance, the exhibition successfully attracted in a wide audience and was very well attended.

2023 Awards

Total Points: 3




Dentsu Inc. / Tokyo

Design Firm



Tone Up Corp. / Tokyo

Art Director

Sakura Yamaguchi


Mariko Fukuoka

Creative Director

Yoshihiro Yagi
Haruko Tsutsui

Executive Creative Director

Yuya Furukawa

Motion Designer

Yuri Munakata


Emi Honda

Printing Director

Kenji Tamura
Junichi Koda

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