|Title||CARVING OF THE FOREST|
|Product / Service||HAKUSHU|
|Entrant||TOKYU AGENCY Tokyo, JAPAN|
|Entrant Company||TOKYU AGENCY Tokyo, JAPAN|
|Advertising Agency||TOKYU AGENCY Tokyo, JAPAN|
|Hideo Kato||Suntory||Creative Director|
|Kiyoshi Omori||Suntory||Creative Director|
|Nobutoshi Takada||Tokyu Agency||Creative Director|
|Shuji Fujimoto||Tokyu Agency||Creative Director|
|Yukari Oka||Suntory||Creative Producer|
|Shizuka Masuno||Suntory||Creative Producer|
|Satoshi Nakazato||Tokyu Agency||Copy Writer|
|Tatsuki Ikezawa||Tokyu Agency||Art Director|
|Junichi Kurakake||Nihon University||Carving|
|Takahiro Kujime||Tokyu Agency||Account Superviser|
|Yukiko Nishimura||Tide Inc.||Designer|
|Tetsuro Jozaki||Tide Inc.||Designer|
|Takumi Watanabe||Tide Inc.||Designer|
|Takuro Ogawa||Vda||Photographer Assistant|
|Keigo Masaki||RIZING||Photo Retouch|
|Shinji Sato||RIZING||Photo Retouch|
|Kenji Sugita||wonderactive||Production Manager|
|wonderactive inc.,Tokyo||Production Company, City|
In the same way that Hakushu’s feature as a product is 『A whisky made by both man and the forest』, we have also created an advertisement from both the hands of men and from the forest. Firstly, we secured a red pine tree of over 100 years old from Hakushu. Taking the utmost care, we then carved by hand into the tree, stroke by stroke, a huge wood carving of Hakushu forest, 2 meters high by 3 meters wide.
「Hakushu」, the single malt whisky that represents Japan. The distillery from which「Hakushu」is created, is situated within a magnificent forest, blessed with clear air and pure waters. To commemorate the 40th anniversary of the opening of the distillery, this advertisement conveys the appeal of the whisky「Hakushu」 in a manner that has not been seen before.
Within this carving there is depicted an image of the magnificent forest, together with the animals that live in Hakushu and the image of 「Hakushu」 single malt whisky. By making the advertisement in the same concept as the product, we aimed to convey in an appealing way the characteristics that embody Hakushu.
Together with rolling this out as a newspaper and transport advertisement, the completed work is on display for the public at the Hakushu distillery. We adapted the story to film for TV and online audiences. We have also had inquiries and other interest from people who have seen the advertisement, and together with increasing the level of attention for Hakushu, we have also succeeded in building up the brand’s value. Additionally, the originality of the method and high quality of the design has been highly praised and we have received various advertising awards domestically.