| Title | 3D ON THE ROCKS |
| Brand | SUNTORY HOLDINGS |
| Product / Service | SUNTORY WHISKY |
| Category | A05. Use of Other Digital Solutions in a Direct Campaign |
| 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 | TOKYO 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 |
| 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 |
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 However, whisky fans are getting older as time passes, while younger generations see it as an out-of-date, boring drink.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.
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.
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.
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.