| Title | THE GLASSICAL CONCERT |
| Brand | SUNTORY HALL |
| Product / Service | CLASSICAL CONCERT HALL |
| Category | D03. Travel, Leisure & Retail (including e-commerce & restaurants) |
| Entrant | GEOMETRY GLOBAL Tokyo, JAPAN |
| Entrant Company | GEOMETRY GLOBAL Tokyo, JAPAN |
| Advertising Agency | GEOMETRY GLOBAL Tokyo, JAPAN |
| Production Company | TAIYO KIKAKU Tokyo, JAPAN |
| Production Company 2 | TOKYO Tokyo, JAPAN |
| Production Company 3 | SUN-AD COMPANY Tokyo, JAPAN |
| Name | Company | Position |
|---|---|---|
| Masato Mitsudera | Geometry Global Japan | Executive Creative Director |
| Akihito Ono | Geometry Global Japan | Art Director |
| Yasushi Arikawa | Geometry Global Japan | Planner |
| Shinichiro Fukushima | Geometry Global Japan | Copywriter |
| Kazunari Fujie | TAIYO KIKAKU | Producer |
| Hidekatsu Nagasawa | TOKYO | Producer |
| Eiji Tanigawa | TOKYO | Director |
| Koichi Hasegawa | TOKYO | Editor |
For Suntory Hall, a classical music concert hall operated by beverage manufacturer Suntory, we created an aesthetically appealing hybrid of drink and instrument – The Glassical Instrument – and launched “The Glassical Concert”, a promotional video featuring this extraordinary instrument alongside Japan’s most famous conductor. We then merged product, brand, and entertainment to a unique experience for the visitors of Suntory Hall’s annual open-house event: We served the Glassical Instrument to the 10,000 visitors. Surprised at the alluring appearance of their drinks and fascinated by their beautiful sounds, the visitors were able to recreate their own Glassical Concert.
To meet the standards of Suntory Hall’s exquisite acoustics and Suntory’s internationally recognized whiskies, we wanted to combine both: sound and drink. So we created a hybrid of drink and musical instrument: The Glassical Instrument. First, we employed a Japanese patented technology called “Ice Mold” to produce seamless quarter notes of ice. Next, we hauled more than 300 types of glasses to Suntory Hall and spent several days experimenting with countless combinations of glass shapes, sizes, thicknesses, with different liquids and filling levels. We then choreographed and recorded a Glassical Concert film, featuring world-famous conductor Yutaka Sado. The movie was shown online, on ad-screens around Suntory Hall, and aired on a TV station, which is popular with females.
To lower the average age of Suntory Hall's concert-goers, we decided to activate women in their late 20s and 30s. As Suntory is an unmissable brand in Japan, the brand of Suntory did not need to be newly introduced to the target audience - however, though, the target audience needed to be proposed the classical concert as a leisure option. For our client, we had to reach out to their target audience and make them grasp the desirability of classical concert atmosphere.
Before and after watching the Glassical Concert Movie, we interviewed 330 Tokyoites between 20 and 40 (representing the new target group). The results were astonishing: More than 60% of the interviewees said that the Glassical Instrument left a deep impression, bringing classical music closer to them. Further, whereas before watching the movie, classical music was perceived as mostly gloomy and uptight, now more than 20% thought of it as a bright and fun experience. After the open-house at Suntory Hall, where we served the Glassical Instrument as drinks, 70% of the attendees said that they would like to visit Suntory Hall again, soon. We succeeded in leveraging the image of Suntory Hall and make it feel closer to a younger audience. Since then, Suntory Hall reports a rising number of young visitors to their concerts.