LIONES GOOD NEWS 2023

Client: Nikkei Inc.

Role: ArtDirection, Design, Development

Date: Apr 2023

Overview

Unraveling how to face and solve the social issues created by the COVID-19 pandemic.

The Cannes Lions International Festival of Creativity is one of the world’s most significant advertising awards, for which Nikkei, Inc. serves as the Japan office. We helped create their LIONS GOOD NEWS 2023 website. We identify communication issues arising from the rapid advancement of digitalization over the past few years and provide hints for solving them.

Insight

The reality is that new information has not been able to be encountered.

We surveyed over 100 NPOs to identify issues. This brought to light the issue of not being able to meet new supporters because the information did not reach the targeted people. Behind this is the view that the information available to the public is biased due to the disconnection of real communication and an environment in which it is easy to access controlled information. Thus, we have organized the communication necessary to create “new encounters” into seven elements and introduce examples of past and current Cannes Lions awards and ways to solve them in accordance with each element.

Idea

A fusion of the language of flowers and communication elements.

As a way to express the concept of “new encounters” and the seven communication essences, we used flowers that represent each word as motifs. Encountering the cases introduced on this site can lead to unexpected encounters and new ideas and experiences that have never existed before, and we have likened this to petals fluttering separately to form a single flower.