17: PRINT DESIGN (Art Direction (any category))

12 to the fifth power cake book - LUMINE - LUMINE JPG
12 to the fifth power cake book - LUMINE - LUMINE JPG
12 to the fifth power cake book - LUMINE - LUMINE JPG
12 to the fifth power cake book - LUMINE - LUMINE JPG
12 to the fifth power cake book - LUMINE - LUMINE JPG
12 to the fifth power cake book - LUMINE - LUMINE JPG

12 to the fifth power cake book - LUMINE
LUMINE

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12 to the fifth power cake book - LUMINE - LUMINE

Shortlist

Title of Entry: 12 to the fifth power cake book
Brand: LUMINE
Product/Service: LUMINE
Client: LUMINE
Entrant Company: Dentsu Inc.
Creative Agency: Dentsu Inc.
Craft Leader(s): Mio Tsuchiya, Yusuke Koyanagi, Natsuki Tomoda
Creative Director: Shunsuke Kaga
Art Director: Yusuke Koyanagi, Natsuki Tomoda
Designer: Kenta Saito, Sae Unemoto, Minami Yoshimoto
Copywriter: Kunihiko Mishima, Risako Kawashima
Sector: 45054
Account Manager: Kensuke Matsumoto
Date of Release: 2019-12-20
Photographer: Ryo Funamoto
Notes: This is a menu book having a thickness of 1.9 meters to suggest an organized cake for each one of people born from 1920 to 2020. LUMINE, a popular fashion shopping center among women with its corporate philosophy: “re-design myself”, developed 248,832 recipes of cakes by using fortune-telling and collect those into a single volume to deliver their message to customers that “positively embraces individuality”. LUMINE displayed this book in a cake shop they opened temporarily in December 2019 and served a completely new experience to guests to have a cake with positive messages delivered only for each of them.
Other Credits: Sweet innovator : Mio Tsuchiya
Other Credits: Cinematographer/Producer/Director/Production manager : TAPPEI, Hironobu Tokai, Takahiko Kajima, Haruka Tanji
Other Credits: Fortune Teller : Eve Lourdes Haruka
Other Credits: Graphic design producer : Shohei Nakajima
Other Credits: Interior designer / Event producer : Ryo Watanabe, Yasuhiro Deguchi, Ryosuke Sato, Hiro Sato, Masakazu Sasaki,
Other Credits: Photo producer : Kazunori Hoshi
Other Credits: PR : Atsuko Maruyama , Izumi Furukawa
Other Credits: Visual artist : Miki Kudo, Akio Kawabe, Naoto Yamashita, Yuya Imayuki
Other Credits: Printing director : Shunichi Yamashita, Jinku Uchiyama
Other Credits: Technical Director : Kazuhisa Maegawa