Communication

hashi

Extra Form

Country	Japan
Year	2024
Award	WINNER
Affiliation	fumihiro moriai
English	The concept of this brand advertisement is that of chopsticks, the world's finest Takatler. The goal is to intuitively, visually, and creatively communicate about nine functions such as pinching, mixing, picking, carrying, cutting, peeling, and unraveling. Infographics depict the functions of chopsticks such as ``snipping soba'', ``mixing natto'', ``picking beans'', ``peeling fish bones'', ``unpicking pickled plums'', and ``cutting tofu''. We have adopted a modern arrangement of ancient hieroglyphs. We succeeded in expressing sophisticated graphics using knowledge.
Native	このブランド広告のコンセプトは、世界でも最も優れたカトラリーである箸の、 挟む、混ぜる、摘む、運ぶ、切る、剥がす，解すなど、約９つの機能を、近年、日本へ多く訪れる外国人の観光客に向けて 直感的に視覚的にクリエイティブに伝えることです。 コミュニケーションの手法としては、 「蕎麦を挟む」「納豆を混ぜる」「豆を摘む」「魚の骨を剥がす」「梅干しを解す」「豆腐を切る」などの箸の機能をインフォグラフィックスで表現しました。また、タイポグラフィの設計には、太古の象形文字を、現代的にアレンジする手法を取り入れました。 知的で洗練されたグラフィックの表現に成功しました。 このキービジュアルを元に、ギフトパッケージや、トートバック、マグカップなどのノベルティグッズまでブランドの世界観を統一しました。
Website	mgraphics.jp
Positive Comments
Judging Comments	This brand advertisement was highly praised for its innovative and intuitive depiction of chopsticks' multifunctionality, effectively leveraging modern graphics inspired by ancient hieroglyphs to communicate the versatility of the world's finest Takatler chopsticks.

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