FOR THE FESTIVAL’S SIXTH YEAR, THE STUDIO CREATED A FESTIVE CAMPAIGN CENTRED AROUND THE SQUARES OF A CALENDAR,ALLUDING TO THE FACT THAT THE 2023 ITERATION OF THE FESTIVAL IS DIVIDED INTO TWO PARTS: JAPAN WEEK AND YATAÏ.

THE MAIN FOCUS OF THE IDENTITY IS A LIVELY RABBIT THAT ENERGETICALLY HOPS BETWEEN THE SQUARES OF A CALENDAR,REPRESENTING THE DYNAMIC MOVEMENT OF EVENT ATTENDEES AS THEY TRANSITION FROM ONE ACTIVITY TO ANOTHER. THIS CHOICEALSO DRAWS ATTENTION TO THE SIGNIFICANCE OF 2023 AS THE YEAR OF THE RABBIT IN THE CHINESE ZODIAC. THE SWEET ANDSIMPLE MASCOT WAS DEVELOPED IN-HOUSE FOLLOWING THE CLIENT’S REQUEST FOR SOMETHING ADORABLE, WITH THE STUDIOTHEREFORE OPTING FOR A GEOMETRIC APPROACH, USING A SERIES OF CIRCLES TO CREATE THE BOUNCING BUNNY.