red dot: grand prix

This year the highest honourable prize, the red dot: grand prix, goes to the designer Ryo Teshima from the Japanese advertising agency Hakuhodo in Tokyo for his advertising campaign “Hanafuda – Comme ça du mode“. The prize money of 10,000 Euro has for the first time been sponsored by the THOMAS-GRUPPE, Gelsenkirchen, Graphic Design and Book Binding.

The campaign was developed and designed for the Japanese fashion company “Comme ça du mode“. Teshima describes as follows: “The aim is to feature the seasonality of Japan. Fashion also has seasons, therefore, based on the same framework, the magazine ad changed every month. 6 ads made up the series which traces the images used in traditional Japanese playing cards from the Edo Era. Instead of using the motifs as they are from the ancient times, a new, modern environment was created by restructuring the essential elements. All ani-mals are featured in pairs to demonstrate an underlying concept that our client has both women's and men's collections.“

The jury was enthusiastic about the renunciation of the “usual fashion photography”. Neither clothes nor models are shown.

Ryo Teshima, born in 1969, works as Art Director in Tokyo. He studied at the Tama Art University. Amongst his projects are designs for Toyota, Sony, Konica, as well as album designs for top musicians in Japan.