Founded in 1998, ADFEST is Asia Pacific’s largest annual regional advertising festival celebrating and raising the standard of creativity in the region.
ADFEST’s tagline, “Made In Asia,” reflects not only the origin of the festival, but also our emphasis on and appreciation of local culture. For the past year edition the brand agency Dentsu developed the concept of ‘Life-Sized Asian’, aimed to describe how history, culture, technology, and trends of Asia turn into flesh and blood of an Asian, which is why ideas from Asia are strong. They created 4 posters — ‘Palm’, ‘Sole’, ‘Upper Body’, and ‘Lower Body’ — applying the Asian idea of body is universe. The Upper Body and Lower Body posters can be connected to form a life-sized Asian
Advertising Agency: Dentsu, Tokio, Japan
Creative Director: Yuya Furukawa
Copywriter: Haraky Tsutsui
Art Director: Yoshihiro Yagi
Designers: Minami Otsuka, Kazuaki Takai
Other credits: Shunpei Mikami, Shinya Tamura