Japanese design is renowned all over the world, and the "Asahi Advertising Award", which is considered to be the most curious in Japan' brains, has attracted widespread attention. A few days ago they announced the winners of the 69th edition.
These award-winning works have been called the warmest works ever by netizens, because it coincides with the epidemic period, and many "hopeful" works have emerged, which has given a dose of "tranquilizer" to this devastated world.
Without further ado, let's take a look:
01
Advertiser: Seibuen Amusement Park
Finally advertised
Due to business problems, this 94-year-old amusement park had to declare bankruptcy, and this advertisement was their last advertisement, and the poster was based on the last scene in the popular manga "Tomorrow's Father". Accompanied by the text "thanks", it expresses the park's gratitude to past visitors. The lonely, tired bodies of the characters contrast with warm, contented smiles, as if to say, "I will take our good memories and go to eternity."
02
Advertiser: Fujiko F. Fuji Museum
Message from Doraemon
Doraemon put on a mask and said, "It's okay, the future is good." At the moment when the epidemic is raging, Nobita is working as an "otaku" at home, but he does not see a worried look on his face at all, because Doraemon has already inquired about the news for him in the future. In the picture, the warm and childlike narrative technique makes people immediately relax, and the mood becomes particularly beautiful.
03
Advertiser: Sumida Aquarium
Aquarium headlines
In the aquarium, "the constipation of the goldfish is cured", everyone come to see it~
In the face of the global pandemic, the world lacks news of peace. The Sumida Aquarium surprisingly uses such a "cute trick" to make everyone relax, making people think of "yes, I haven't gone to the aquarium for a long time", this wave of eye-catching operations is very OK.
04
Advertiser: Tsuchura
A more option
Social stress, self-anxiety, including direct sunlight from the sun, all the problems are reflected in women's faces, and we can also have alternative options for facial discomfort. A simple poster clearly tells consumers that you don't have a choice.
05
Advertiser: Bao Mining Li Shui Special
Turn thirst into strength
The most important thing about the advertising poster is that in the absence of copywriting introduction, consumers can also see at a glance what the advertiser wants to express, this simple and direct blue, and the young girl's cheerful smile has set the tone and target group for the brand.
The accuser: Ehime pom Tachibana soup fee
Take a break with a drink
"How?" This meaningful question sentence also makes the audience seem to understand.
Although the work is only a two-sentence copy, it is enough to convey the subtle inner activity between the two characters. I don't know if you remember the 2018 Cannes award-winning work "That Coke is actually Fanta." In Brazil, this sentence is a description of homosexuality, and the special "orange" poster is full of youthful determination, which makes many people boldly praise the brand owners.
Advertiser: Treasure Ore Power Water
Youth in the soup
In China, many consumers may not be particularly familiar with "Baomineri Water", but in Japan, its status is equivalent to the existence of "Nongfu Mountain Spring", and this "Full of Youth" has achieved "let people know at a glance". The blue curtain at the door of the traditional money soup makes the identity of Bao Min li shui special at a glance, and the school bags of the students on both sides are scattered on the ground, you can imagine that after the exercise, they come here to soak in the soup, and then drink a bottle of "Bao Min Li Shui Te", everything is in words.
Advertiser: NAIGAI
Make your daily routine lighter
A few simple strokes, blue sky, rooftop, socks in full view. The socks that flutter in the wind are in line with the selling point of "lightness", and the large "blank space" in the space can't help but make people want to look at the simplest works in the whole scene twice.
The accuser: Kameyama
candle
Since Edison invented the electric lamp, the use of candles is getting less and less, when we were young we can still talk about candles at night, when we grew up, candles have been upgraded to "fragrance", "essential oils" of the existence, the old candle brand カメヤマ try to help people find the memory of lighting candles and chatting when they were young, "when it is bright, there are many words that can not be said" The copywriting has also given the majority of consumers a "memory kill".
Advertiser: Snowman Drink
Take a break with a glass of orange juice
Why is it the only one that has good drinks on its hands? The orange is original, the tree is straight picked, just ask you if you are hungry. Advertisers want to express that if you eat, don't work, stop and drink a cup of orange juice, and the audience has to spoil and say "just rely on you".
06
Advertiser: Shiseido
Don't let tanning become the new normal
At first glance, the advertisement thought to express "an air-resistant without a mask and sun protection". In fact, ann sun-resistant is to emphasize that under the epidemic situation, do not feel that wearing a mask does not need sunscreen, and this "crisis" awareness of advertising has to make people re-examine the "sunscreen" thing.
07
Advertiser: Shinchosha
Go on an adventure in untapped knowledge
We often compare knowledge to the sea, and the New Wave Society likens knowledge to an untapped "virgin land", students explore in forests and oceans, the metaphor is very appropriate, and the explanation of "unknown = untapped knowledge" is also very beautiful.
08
Advertiser: TOMBOW stationery brand
Ready to go again
Because many schools were forced to close classes during the epidemic, stationery brands were also greatly affected, TOMBOW launched the poster, the cross-section of the eraser was abstracted into a powerful light on this screen, and the text on the light "start again" seemed to say to themselves, and also like saying to the majority of student groups that the future could be expected.
09
Accept the mood that can't be written
For copywriters, there is nothing more heart-wrenching than "can't write something", the child in the picture holding a pencil, with words - "also accept the mood of not being able to write" makes people instantly resonate, and there is no emotion that should not be accepted, including "can't write something".
10
Advertiser: Fuji-Q Amusement Park
When rides turn into drills and metronomes
If you don't tell you that these two pictures are the common drills and metronomes in our lives, most people will think that this is really an amusement park. These two works are also based on the "Fuji-Q Amusement Park" as a reference, but both almost achieve the effect of fake reality. The purpose of the poster is to show the excitement of the amusement project, and it has to be said that the purpose has been achieved.
11
Advertiser: Kyushu Yamaguchi Craftsman's Association
Proposals for reducing construction
There are many elderly people living alone in Japan, they often have to clean the cubicle to climb up to the second floor, when the legs and feet are inconvenient, it is very torturous, so it is better to reduce the construction, the picture of the old man who is waddling up and struggling has aroused the empathy of many people.
"Books are waiting for you"
When there is a book, it is "not a person." The second poster and the first lonely form a strong contrast, although they are all large blanks, but with the company of the book, the picture is immediately vivid and warm, this is the power of knowledge.
"It's a pleasure to meet you."
From birth to growing up as a child, or this soft towel is accompanied, this warmth comes from the picture, making people feel inexplicably stable.
Japanese advertising never plays cards according to the routine, but it all gives people a "quiet and far-reaching" texture.
From the design point of view, also as an oriental culture, Japan, under the powerful offensive of Western culture, learns from each other's strengths and complements each other's weaknesses, retaining the aesthetics of national characteristics and at the same time deriving: minimalist, delicate, and full of insight into human nature, so that people want to watch it again.
The second is copywriting, which all say is the soul of advertising. From the above works, it can be seen that most of the copywriting forms are very short, point to point, with the blank space of the picture, making people feel just right.
I wonder what excellent works will appear at next year's "Asahi Advertising Awards"? Let's look forward to it together.