Title | 3D ON THE ROCKS |
Brand | SUNTORY HOLDINGS |
Product / Service | SUNTORY WHISKY |
Category | J04. Innovative use of technology |
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 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 The technology that revolutionized the out-of-date style of enjoying whisky quickly attracted the young people all over the world and drove many people to the special site as soon as the video was released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.
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 However, whisky fans are getting older as time passes, while younger generations see it as an out-of-date, boring drink.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. The world’s first ice cubes in the food and beverage industry were displayed at the gallery within the special site.
Website URL | Additional URL 1