2011 Winners & Shortlists

Brief Explanation

One of the key objectives is to establish INFINITI as THE alternative to traditional luxury car brands that are usually German. Adeyaka shall also build an understanding and an appreciation of a special form of luxury: Japanese luxury.

The Brief

The client's brief was to communicate INFINITI's brand values in utmost perfection to a most discerning audience that is used to consume premium / luxury brands.

How the final design was conceived

ADEYAKA is all about a fascinating, multi-faceted elegance, dynamic colour-fulness and a very special Japanese type of luxury: concentration upon essen-tials with high perfection. Targeted at a successful, self-confident and cosmopolitan audience, the magazine is structured into the areas of “Lobby”,”Lounge” and “Gallery”, thus reflecting the concept of the INFINITI Centres, where customers can experi-ence cosmopolitan boutique hotel flair within a car showroom environment.

Indication of how successful the outcome was in the market

From the beginning a reader survey was implemented into the magazine. This survey is evaluated periodically and the analyses of the positive feedback show some interesting facts: - 84% of the readers like Adeyaka better than other magazines. - 94% of them would recommend the magazine to orthers. - Just 76% of the readers were familiar with INFINITI before reading the magazine. - 53% of them read the magazine longer than 30 minutes.