Title | 3D ON THE ROCKS |
Brand | SUNTORY HOLDINGS |
Product / Service | SUNTORY WHISKY |
Category | B02. Microsites |
Entrant | TBWA\HAKUHODO Tokyo, JAPAN |
Entrant Company | TBWA\HAKUHODO Tokyo, JAPAN |
Advertising Agency | TBWA\HAKUHODO Tokyo, JAPAN |
Advertising Agency 2 | HAKUHODO Tokyo, JAPAN |
Production Company | MOUNT Tokyo, JAPAN |
Name | Company | Position |
---|---|---|
Kazoo Sato | TBWA|HAKUHODO | Executive Creative Director |
Kazoo Sato | TBWA|HAKUHODO | Creative Director |
Hideo Kato | SUNTORY BUSINESS EXPERT LIMITED | Creative Director |
Kiyoshi Omori | Suntory Holdings Limited | Creative Director |
Takahiro Hosoda | TBWA|HAKUHODO | Copy Writer |
Nobuhiro Arai | TBWA|HAKUHODO | Copy Writer |
Yo Kimura | TBWA|HAKUHODO | Art Director |
Yuki Tokuno | TBWA|HAKUHODO | Art Director |
Masashi Matsukura | TBWA|HAKUHODO | Creative Technologist |
Shizuka Masuno | SUNTORY BUSINESS EXPERT LIMITED | Creative Producer |
Yuta Mita | SUNTORY BUSINESS EXPERT LIMITED | Creative Producer |
Eiji Tanigawa | TOKYO | Film Director |
Keisuke Minoda | Acube | Photographer |
Audioforce | Audioforce | Music |
Im Jeong/Ho | Mount Inc. | Interactive Art Director |
Takeshiro Umetsu | Mount Inc. | Interactive Art Director |
Hidekazu Hayashi | Mount Inc. | Interactive Art Director |
Ko Yoshida | Mount Inc. | Production Manager |
Takeo Saito | FULVIS K.K. | 3dcg |
Kaoru Otani | TBWA|HAKUHODO | Photo Producer |
We developed an original CNC router that allows us to shave ice in users’ desired shape based on the 3D data. The ice shaved in a superfine way attracted the young people and drove many people to the special site. The milled ice cubes were displayed on the special site. We developed a program in which the ice cube and its original data, wire frames, generate real-time motions in accordance with musical rhythm and waves. Being displayed as if the glass is dancing, it brought about a revolution in whisky’s product page which had been considered boring by young people until then.
We rocked the world in just two weeks. Over 5 million Tweets from 47 countries spread the story around the world. More than a hundred inquiries were made to install our 3D on the Rocks service at bars which contributed to Suntory whisky sales. We were covered on CNN, ABC, YAHOO!, CNET and many other local and global news and trend sites. It generated the biggest buzz in the social media ever in the whisky history, being shared one after another by young people who were not very interested in whisky before. And, finally, we're in talk with fashion brands and music industry for future parties and events.
Whisky is one of the most popular alcoholic drinks in the world. However, whisky fans are getting older as time passes, while younger generations see it as an out-of-date, boring drink. Our challenge was to attract younger drinkers and once again to create the golden age of whisky. 3D on the Rocks - We designed a service at the bar which users can enjoy whisky with ice cubes created in their desired shape using cutting edge 3D technology. In addition, we created a system that uploads ice cubes selected by users to a web gallery. We particularly focused on showing ice cubes in an expressive manner and presenting them beautifully on the website.