3D ON THE ROCKS

Short List
Title3D ON THE ROCKS
BrandSUNTORY HOLDINGS
Product / ServiceSUNTORY WHISKY
CategoryJ02. Overall aesthetic design
EntrantTBWA\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

Credits

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

Creative Execution

We developed an original CNC router that allows us to shave ice in users’ desired shape based on the 3D data, which made it possible to create an ice artwork in a superfine way like never before. We also launched the online movie about the process, which successfully attracted the young people and drove many people to the special site. The ice artworks were displayed on the special site. We succeeded in displaying them in time to music while overlapping each wire frame of the original data with the ice cube with great accuracy. We used GPU rendering from Flash to display them more smoothly to provide better usability.

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- It’s a completely new innovation in whisky that creates ice carving as an analog artwork based on your desired digital data. 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.

Links

Website URL