D&AD Exhibition in Taiwan 2021D&AD 設計展在台灣 2021
The coloured pencil is one of the most recognisable symbols of the D&AD Awards, with different colours representing different levels of recognition. Taipei, meanwhile, is widely associated with its variety of fruit. We brought these two ideas together by slicing open oversized pencils to reveal fruit inside.
The campaign extended this inside–outside relationship throughout the exhibition environment: from the exterior, visitors encountered pencil forms; as they moved through the space, those forms opened to reveal vivid fruit slices. The question “What’s inside the pencil?” became both the central visual idea and an invitation to explore the exhibition.
The campaign generated more than ten online media features, including Campaign Brief Asia, Poster Poster and Branding in Asia, and attracted 30 per cent more visitors than previous exhibitions.
彩色鉛筆是 D&AD 獎最具代表性的符號，不同顏色代表不同等級的榮譽；而台北則以種類豐富的水果聞名。我們將兩者結合：把巨大的鉛筆切開，露出裡面的水果。
這個「內與外」的關係延伸到整個展場：從外面看，觀眾先遇見鉛筆的形狀；走進空間後，鉛筆逐漸打開，露出鮮豔的水果切面。「鉛筆裡面有什麼？」既是主視覺的核心概念，也是邀請觀眾走進展覽的提問。
宣傳獲得十餘家線上媒體報導，包括 Campaign Brief Asia、Poster Poster 與 Branding in Asia，參觀人數較往屆成長三成。
Inside the pencil鉛筆裡面
D&AD’s coloured pencils meet the fruit associated with Taipei. Slicing the familiar award symbol open creates the exhibition’s central image and its invitation to look closer.D&AD 的彩色鉛筆與台北的水果相遇。把熟悉的獎項符號剖開，成為展覽的主視覺，也邀請觀眾再往裡面看。
From poster to entrance從海報走進展場
A sequence of fruit-pencil posters runs along the exhibition wall. At the entrance, one sliced pencil grows to architectural scale, carrying the same inside–outside idea into the visitor’s route.一整列水果鉛筆海報沿著展場牆面展開；到了入口，同樣的切面被放大成空間中的主角，讓內與外的概念延伸到觀眾的行進路徑。
