DISTILLERY OF THE FOREST

TitleDISTILLERY OF THE FOREST
BrandSUNTORY HOLDINGS
Product / ServiceHAKUSHU/ALCOHOL DRINK
CategoryB03. Illustration
EntrantTOKYU AGENCY Tokyo, JAPAN
Entrant Company TOKYU AGENCY Tokyo, JAPAN
Advertising Agency TOKYU AGENCY Tokyo, JAPAN
Production Company WONDERACTIVE Tokyo, JAPAN

Credits

Name Company Position
Hideo Kato Suntory Business Expert Executive Creative Director
Kiyoshi Omori Suntory Business Expert Creative Director
Satoshi Nakazato Tokyu Agency Copywriter
Tatsuki Ikezawa Art Director
Nobutoshi Takada Tokyu Agency Creative Director
Shuji Fujimoto Tokyu Agency Creative Director
Shizuka Masuno Suntory Business Expert Creative Producer
Yuta Mita Suntory Business Expert Creative Producer
Kageyoshi Koyanagi Illustrator
Eri Komiya Illustrator
Kyosui Terashima Calligrapher
Yukiko Nishimura TIDE Inc. Designer
Tetsuro Jozaki TIDE Inc. Designer
Keigo Masaki RIZING Inc. Photo Retouch
Shinji Sato RIZING Inc. Photo Retouch
Riku Sakamoto WONDERACTIVE Producer
Hitomi Hamano WONDERACTIVE Production Manager
Takashi Suzuki Photographer
Takahiro Kujime Tokyu Agency Account Executive
Mirai Nakamura Tokyu Agency Account Executive

Brief Explanation

We expressed how “ HAKUSHU” is created in an exquisite manner just like the exquisite taste of “ HAKUSHU” itself. Then we printed that on handcrafted Japanese paper called “washi”, made using the local water of Japan’s Southern Alps region, from which “HAKUSHU” is also made.

The Brief

The mission of this advertisement was to convey the appeal* of the whisky “HAKUSHU” in an unprecedented manner. *”HAKUSHU”, is a single malt whisky that is representative of Japan. The distillery at which “HAKUSHU” is created, is situated within a magnificent forest, blessed with clear air and pure water.

How the final design was conceived

At first, we went to the Hakushu distillery several times, covered the process of the production of whiskey and completed the draft based on it for about one month. Furthermore, it applied for one month, made the fair copy and colored, and completed the picture.

Indication of how successful the outcome was in the market

We raised the attention rate of the “HAKUSHU” brand and succeeded in nurturing the brand’s value through placing this advertisement in newspaper and out-of-home-media, which caused buzz and was also taken up as publicity in an advertisement trade magazine. The ad also won the prestigious Dentsu Advertising Award.