Title | 3D ON THE ROCKS |
Brand | SUNTORY HOLDINGS |
Product / Service | SUNTORY WHISKY |
Category | J02. Overall aesthetic design |
Entrant | TBWA\HAKUHODO Tokyo, JAPAN |
Entrant Company | TBWA\HAKUHODO Tokyo, JAPAN |
Advertising Agency | TBWA\HAKUHODO Tokyo, JAPAN |
Advertising Agency 2 | HAKUHODO Tokyo, JAPAN |
Production Company | MOUNT Tokyo, JAPAN |
Name | Company | Position |
---|---|---|
Kazoo Sato | TBWA|HAKUHODO | Executive Creative Director |
Kazoo Sato | TBWA|HAKUHODO | Creative Director |
Hideo Kato | SUNTORY BUSINESS EXPERT LIMITED | Creative Director |
Kiyoshi Omori | Suntory Holdings Limited | Creative Director |
Takahiro Hosoda | TBWA|HAKUHODO | Copy Writer |
Nobuhiro Arai | TBWA|HAKUHODO | Copy Writer |
Yo Kimura | TBWA|HAKUHODO | Art Director |
Yuki Tokuno | TBWA|HAKUHODO | Art Director |
Masashi Matsukura | TBWA|HAKUHODO | Creative Technologist |
Shizuka Masuno | SUNTORY BUSINESS EXPERT LIMITED | Creative Producer |
Yuta Mita | SUNTORY BUSINESS EXPERT LIMITED | Creative Producer |
Eiji Tanigawa | TOKYO | Film Director |
Keisuke Minoda | Acube | Photographer |
Audioforce | Audioforce | Music |
Im Jeong/Ho | Mount Inc. | Interactive Art Director |
Takeshiro Umetsu | Mount Inc. | Interactive Art Director |
Hidekazu Hayashi | Mount Inc. | Interactive Art Director |
Ko Yoshida | Mount Inc. | Production Manager |
Takeo Saito | FULVIS K.K. | 3dcg |
Kaoru Otani | TBWA|HAKUHODO | Photo Producer |
We developed an original CNC router that allows us to shave ice in users’ desired shape based on the 3D data, which made it possible to create an ice artwork in a superfine way like never before. We also launched the online movie about the process, which successfully attracted the young people and drove many people to the special site. The ice artworks were displayed on the special site. We succeeded in displaying them in time to music while overlapping each wire frame of the original data with the ice cube with great accuracy. We used GPU rendering from Flash to display them more smoothly to provide better usability.
We rocked the world in just two weeks. Over 5 million Tweets from 47 countries spread the story around the world. More than a hundred inquiries were made to install our 3D on the Rocks service at bars which contributed to Suntory whisky sales. We were covered on CNN, ABC, YAHOO!, CNET and many other local and global news and trend sites. It generated the biggest buzz in the social media ever in the whisky history, being shared one after another by young people who were not very interested in whisky before. And, finally, we're in talk with fashion brands and music industry for future parties and events.
Whisky is one of the most popular alcoholic drinks in the world. However, whisky fans are getting older as time passes, while younger generations see it as an out-of-date, boring drink. Our challenge was to attract younger drinkers and once again to create the golden age of whisky. 3D on the Rocks- It’s a completely new innovation in whisky that creates ice carving as an analog artwork based on your desired digital data. All you have to do is to send your desired 3D data to a special site. Then, our specially designed CNC router shaves a one-of-a-kind ice creation just for you. To make 3D on the Rocks an even more magical experience, we also opened a pop-up bar in central Tokyo for fans to enjoy supreme Suntory whisky with their own one-of-a-kind milled ice cube.