Brief Explanation

The Hakushu distillery, which makes the single malt whisky 「Hakushu」 is situated within a magnificent forest, blessed with clear air and pure waters. This piece of work is an advertisement created to commemorate the 40th anniversary of the opening of the Hakushu distillery. 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. 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.