3D ON THE ROCKS

Silver Spike

Case Film

Presentation Board

Title3D ON THE ROCKS
BrandSUNTORY HOLDINGS
Product / ServiceSUNTORY WHISKY
CategoryA08. Other Digital Solutions in a Promotional 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

Generate interest in whisky among young generation and motivate them to drink whisky.

Describe how the promotion developed from concept to implementation

Show whisky as an innovative liquor once again to attract young generation. For that purpose, we created a new “way of drinking” with the client. And that was 3D on the Rocks. With use of the state-of-the-art 3D technology, we enabled users to engrave ice cubes into desired shapes and drink them with a glass of whisky at Pop Up Bar. The action was extended into a movement and spread across the country.

Describe the success of the promotion with both client and consumer including some quantifiable results

The promotion was reported by various media throughout the world such as CNN’s general news, technology media such as C-NET and creative media such as Contagious. 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 moved the major company Suntory to launch it as a new service across the globe.

Explain why the method of promotion was most relevant to the product or service

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.”