||GOOD Ideas for GOOD ― Ads for a better society
Dates: Tuesday, May 17, 2016 to Saturday, July 30, 2016
Organized by Yoshida Hideo Memorial Foundation
Supported by D&AD / The One Club for Art & Copy / Dentsu / Hakuhodo
These aren’t the “advertisements” you’re familiar with. These are head-turners. They get the point across clearly, hold your interest, and they move you to action.
These are campaigns aimed at solving the problems of society through the methods of advertising.
Recent notable characteristics include more corporations trying to raise brand value through bringing happiness to the world, and advertising which allows actual participation in problem-solving, rather than just drawing attention to problems. Through your experience of this exhibition, your views on “advertising” may change.
In this exhibition, the Advertising Museum Tokyo presents wonderful advertisements taking on social issues from around the world, entitled “ GOOD Ideas for GOOD ― Ads for a better society.”
A new trend is appearing in world advertising communication: from advertisements “selling goods and services” to those “resolving social issues.”
Within this trend, “for GOOD” is becoming the keyword for 21st-century advertising.
While the clamor of daily life tends to drown out the essential concept of “for GOOD”, the question of what we can do for society, advertisements are now working to bring it back to us.
They draw the attention of more people, putting over the world’s problems in a way that is easy to understand. They appeal to the emotions and invoke strong commitment. GOOD Ideas, backed with this advertising know-how, are drawing in many people.
We are convinced that in the future, for corporations and brands, “for GOOD” will expand as a significant policy for social connection, as it urges society to recognize the value and significance of its existence.
However, the status quo in Japan is that these trends are not yet widely known or understood even among the media, much less the general public. Here, the Advertising Museum Tokyo has launched an individual project on “for GOOD” in the form of this planned exhibition.
We would like to express heartfelt gratitude to everyone who has cooperated with this Advertising Museum Tokyo special planned exhibition, including D&AD (sponsor of the UK D&AD Awards), The One Club for Art and Copy (sponsor of the New York One Show), Dentsu Inc., Hakuhodo Inc., Nippon Television Network Corporation, ETIC. and others.
Advertising Museum Tokyo
Toyoko Mori, President