Creative Execution

We developed an original CNC router to shave the ice. It made it possible to shave ice in a superfine way like never before by optimizing the blueprint 3D data for shaving ice. The technology that revolutionized the out-of-date style of enjoying whisky quickly attracted the young people all over the world and drove many people to the special site as soon as the video was released online.

We rocked the world in just two weeks. Over 5 million Tweets from 47 countries spread the story around the world. It generated a buzz in the social media, being shared one after another by young people who were not very interested in whisky before. We were covered on CNN, ABC, YAHOO!, CNET and many other local and global news and trend sites. However, the achievements of 3D on the Rocks were not only limited to media coverage and buzz creation. The best outcome was that this 3D on the Rocks technology moved the major company Suntory to launch it as a new service across the globe.

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 However, whisky fans are getting older as time passes, while younger generations see it as an out-of-date, boring drink.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-The world fist 3D-milled ice cube to enjoy whisky in your desired shape. All you have to do is to send your desired 3D data to a special site. Then, our specially designed CNC router shaves a one-of-a-kind ice creation just for you. To make 3D on the Rocks an even more magical experience, we also opened a pop-up bar in central Tokyo for fans to enjoy supreme Suntory whisky with their own one-of-a-kind milled ice cube. With the technology in the makers era, we successfully realized the completely new experience with whisky.