3D ON THE ROCKS

Silver Spike

Case Film

Presentation Board

Title3D ON THE ROCKS
BrandSUNTORY HOLDINGS
Product / ServiceSUNTORY WHISKY
CategoryA05. Use of Other Digital Solutions in a Direct Campaign
EntrantTBWA\HAKUHODO Tokyo, JAPAN
Entrant Company TBWA\HAKUHODO Tokyo, JAPAN
Advertising Agency TBWA\HAKUHODO Tokyo, JAPAN
Advertising Agency 2 HAKUHODO Tokyo, JAPAN
Production Company TOKYO 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
Senzo Ueno TOKYO Cameraman
Keisuke Minoda Acube Photographer
Toshiyuki Takei TOKYO Producer
Masayoshi Takayanagi TOKYO Assitant Producer
Makoto Takahashi TOKYO Production Manager
Audioforce Audioforce Music
Im Jeong/Ho Mount Inc. Interactive Art Director
Hidekazu Hayashi Mount Inc. Interactive Art Director
mount inc (Interactive production) Additional company
amana (graphic production) Additional company

The Brief

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 However, whisky fans are getting older as time passes, while younger generations see it as an out-of-date, boring drink.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.

Creative Execution

Art of Japanese Whisky Suntory’s whisky is known for its sensitive taste created by an artistic craftsmanship. This plan embodied such craftsmanship by using a cutting-edge technology. Innovative “Suntory” Experience 3D on the Rocks is a new service that goes beyond a mere promotional campaign. The strong linkage with the brand was achieved by innovating users’ “Suntory experience.” Use of whisky as media The ice cube that embodies “Art of Japanese Whisky,” the concept of Suntory’s whisky, functions not only to bring young people to the bar but also as media shared on SNS.

Describe the creative solution to the brief/objective.

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. This new eye-pleasing whisky experience was highly shareable and the promotion that used a glass of whisky spread explosively on SNS.

Results

We rocked the world in just two weeks. Over 5 million Tweets from 47 countries spread the story around the world. Especially, young people who had no interest in whisky shared the news one after another and created a huge social buzz ever in whisky history. 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. And finally, we succeeded in bringing young people to the bar to drink whisky.