Dentsu Inc. News Popular Articles Summary: Creative Edition

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Dentsu Inc. covers a wide range of topics through the lens of communication, from robotics to parenting. This time, we present a compilation of articles on creativity that have received significant reader response.

The Mechanisms and Mindset of Advertising Creativity

Yuya Furukawa, Director of Dentsu CDC Center and author of the book "All Work is Creative Direction" (Sendenkaigi), interprets and weaves together symbolic events happening around the world through his unique perspective. Essential reading for all creators.

On the Happiness of Having Millions of Gods in Japan

"In August 2015, did Pharrell really feel compelled to shout 'Freedom'—not just in America, but globally? Is there truly such a shared sense of intolerance and constriction?"

Creative Thinking Training

Shinji Muto, a communication designer who published the book " Improving Your Mind's Constitution " (Nikkei Publishing), introduces creative thinking training methods you can do in your daily life.

At vending machines, press the button next to the one you usually choose

"By choosing something different than usual, your awareness shifts to things you'd normally overlook without a second thought: 'Why did I choose (or not choose) this?' 'Why this packaging or shape?' Repeating this gradually cultivates the habit of asking 'Why?' and 'How come?' about even the most mundane, everyday details."

How to Create Copy

Copywriter Yosuke Watanabe, author of the book "Finding That One Phrase" (Jitsumu Kyoiku Publishing), shares insights on writing copy, tips for crafting good copy, and methods for creating copy.

Write with your right eye, read with your left.

"For example, when writing copy for a product, think about what would make you want to buy it or how you would use it yourself. Copy written this way is quite subjective. That's 'writing with your right eye'.

'Reading with your left eye' means putting yourself in various people's shoes and critically examining it. You ask yourself: Would I really buy this product? Would my parents buy it? What would my friends think? You persistently repeat this process of reading with an objective eye, changing your perspective over and over."

Art Director's Idea

The first installment of a project where young art directors set themes from everyday life to create works. Art Director Miharu Matsunaga translated "greetings" into a two-dimensional piece.

Making greetings interesting.

"I wanted to create a two-dimensional expression that only an art director could achieve. I aimed to make things look interesting with a little tweak—like flipping a photo to create a different meaning or scene."

The Approach to Creativity

The "Shopping District Poster Exhibition," primarily held in the Kansai region. The team led by Keita Kusaka, the mastermind behind it, applied the exhibition's approach (no client confirmation!) to create a 15-column advertisement (full-page ad) for Kinki University's Faculty of International Studies in the morning editions of Japan's five major national newspapers.

Newspaper Event × Shopping District Poster Exhibition

"Kinki University Public Relations Director, Mr. Ishihiro Seko: I said I'd leave it to them, but I was still anxious—would it really be okay? It was incredibly thrilling. And then the satisfaction when I saw it published. That thrill is addictive."

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