Title | THE JAPAN PILL-HARMONIC |
Brand | JAPAN PHILHARMONIC ORCHESTRA |
Product / Service | THE JAPAN PILL-HARMONIC |
Category | A02. Premiums & Giveaways |
Entrant | I&S BBDO Tokyo, JAPAN |
Entrant Company | I&S BBDO Tokyo, JAPAN |
Advertising Agency | I&S BBDO Tokyo, JAPAN |
Name | Company | Position |
---|---|---|
Koji Onishi | I&S BBDO | Strategic Planning Director |
Peter Smyth | I&S BBDO | Executive Planning Director |
Haruhiko Ito | I&S BBDO | Account Manager |
Rina Tanaka | I&S BBDO | Planner |
Yukina Oshibe | I&S BBDO | Planner |
Tatsuro Kumaki | I&S BBDO | Planner |
Kenta Takagi | I&S BBDO | Planner |
Toshiharu Takahashi | I&S BBDO | Planner |
Kenichiro Shigetomi | I&S BBDO | Art Director/Designer |
Shinichi Ikeda | I&S BBDO | Creative Director/Copy Writer |
Yoshihisa Ogata | I&S BBDO | Executive Creative Director |
The JAPAN PHILHARMONIC has been distressed because more and more people are walking away from classical music. For many people, the classical music (orchestra) has become “something that has nothing to do with them.” The orchestra has been seeking a new idea that will make people understand why the classical music should exist.
We started prescribing the classical music as alternative medicine – namely, Japan Pill-Harmonic. The ‘pills’ are actually classical music data, put in a small package that looks like an envelope for prescription drugs, and prescribed for each ‘symptoms’ as pills for sleeping, vitamin effects or stomachache. People are healed by listening to the prescribed classical music data in chips with the device they prefer.
Appeal why they should exist, to people who are less engaged in the classical music by letting them “experience” that the music offers "tunes just for themselves.”We focused on the effect and efficacy of classical music which “works on the human brain and tunes the mind and body system”.
We succeeded in making those who were less engaged in the classical music feel, not visualize, that the music offers the “tunes just for themselves”. The Japan Pill-Harmonic turned pharmacies into the orchestra’s new touch point with consumers.