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A poster for Awa Odori (Awa dance) photo exhibition ’Sheer Pleasure’ in order to do national and international PR for Awa Odori festival, a traditional performance art that has 430 years of history in Tokushima Prefecture in Japan. Through the PR, we are intended to increase the awareness and number of Awa Odori funs and dancers as well as to revitalize Tokushima city, facing a serious depopulation.
Splendid yet elegant way of dancing is unique to Awa Odori and it is also expressed in the poster as well. Typography ‘AWAODORI’ is expressed symbolically by using items related to Awa Odori as a motive, such as a special Japanese hat and musical instruments (Japanese transverse bamboo flute/ flat drum/ Japanese tub drum). Those elements, such as a performance itself, a costume and instruments for Awa Odori Music, originally have traditional beauty.
Beauty of Awa Odori, a dance with a long history, is visualized in a good balance of old and new in a modern way.