A corporate advertisement for Zoff SMART, created by Karen Asai and Kosuke Tsurube, has received the 2017 Asahi Advertising Award.
The work focuses on scenic descriptions found in novels and poetry. It distinguishes between landscapes seen with and without glasses, expressing differences that arise in visibility of objects and emotional states Taking advantage of the large format unique to newspaper advertising, the design incorporates ample white space to maximize readers' imagination. It received the Asahi Advertising Award in the general entry category.
Karen Asai
Born in 1995. Joined Nippon Design Center after graduating from Waseda University's School of Culture, Media and Society in 2017.
Kosuke Tsurube
Born in 1993. Joined Nippon Design Center after graduating from Tama Art University's Department of Information Design in 2017.
Asahi Advertising Award
Established in 1952, the Asahi Advertising Award has contributed to the development of advertising culture by honoring outstanding newspaper advertisements from each era while reflecting the changing Japanese society. It consists of two categories: the "Advertiser Participation Category" for advertisements published in newspapers, and the "General Entry Category" where young creators compete.
Zoff SMART Corporate Advertisement (2-part series) "From the Summit" and "From the Intersection"
Copywriter: Karen Asai
Designer: Kosuke Tsurube