Short List
CategoryA02. Premiums & Giveaways
EntrantI&S BBDO Tokyo, JAPAN
Entrant Company I&S BBDO Tokyo, JAPAN
Advertising Agency I&S BBDO Tokyo, JAPAN

The Brief

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.

Creative Execution

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.

Describe the creative solution to the brief/objective.

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.


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