|Title||THE GLASSICAL CONCERT|
|Product / Service||CLASSICAL CONCERT HALL|
|Category||A02. Use of Live Shows/Concerts/Festivals|
|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|
|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|
Suntory, a leading beverage company group, operates a classical concert hall in Tokyo, Japan. Every year, Suntory Hall holds an event free of charge and open to the public. With this special event, Suntory Hall intends to lower the barrier to younger audience attendance. We created a hybrid of drink and instrument – The Glassical Instrument – and served it to the visitors of the open house event. We featured this hybrid of instrument and drink in a movie and launched it before the event. A survey after the event showed, that 70% of the attendees would like to visit Suntory Hall again, soon.
Suntory, a leading beverage company group, operates a classical musical hall in Tokyo. But surveys show that the main clientele of classical concerts in Japan are between 45 and 64 years of age. So Suntory Hall decided to target younger audiences. Every year, Suntory Hall holds an open-house event to lower the barrier to younger audience attendance. We were asked to help extend the average length of stay after the end of a concert. So we had to find a way to make younger people indulge post-concert atmosphere and drinks.
After hours of examining and recording of all kinds of combinations of glass, ice, and liquids, we recorded a Glassical Concert conducted by world-famous Yutaka Sado and launched it as a movie. The resulting movie was launched before the open house event. We interviewed 330 Tokyoites between 20 and 40 before and after watching the movie. More than 60% of the interviewees said that the Glassical Instrument left the deepest impression. Further, whereas before watching the movie, classical music was perceived mostly as gloomy and uptight, now more than 20% thought of it as a bright and fun experience. After the open-house, which allowed attendees to have their own Glassical Concert, 70% of the attendees said they would like to visit Suntory Hall again, soon. Since then, Suntory Hall reports a rising number of young visitors to their concerts.
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.