|Title||HALLS POLAR BEAR WIND CHIME|
|Product / Service||HALLS|
|Category||B02. Promotional Item Design|
|Entrant||MONDELEZ INTERNATIONAL Tokyo, JAPAN|
|Idea Creation||McCANN ERICKSON JAPAN Tokyo, JAPAN|
|Production||AMANA Tokyo, JAPAN|
|Isamu Nakamura||McCann Erickson Japan||Executive Creative Director|
|Naoto Nishio||McCann Erickson Japan||Creative Director|
|Natsumi Iwasaki||McCann Erickson Japan||Art Director|
|Ryosuke Yoshitomi||McCann Erickson Japan||Creative Planner|
|Ryosuke Kurahashi||McCann Erickson Japan||Copywriter|
|Yukari Osawa||McCann Erickson Japan||Business Director|
|Kaoru Sakata||McCann Erickson Japan||Account Manager|
|Kanji Suzuki||McCann Erickson Japan||Account Executive|
|Shuhei Yamada||amana inc.||Film Director|
|Shinpei Ueda||amana inc.||Planner|
|Tomoki Matsubara||amana inc.||Executive Producer|
|Riku Sakamoto||amana inc.||Producer|
|Masayoshi Shinohara||N/A||Wind Chime Craftsman|
|Fumitaka Murakami||amana inc.||Web Director|
|Shinnosuke Watanabe||amana inc.||Production Manager|
|Kousuke Sato||amana inc.||Cameraman|
|Shun Sato||amana inc.||Production Manager|
Bringing together Japan’s summer tradition of wind chimes with the brand’s global character, the polar bear, we created the “polar bear wind chime”.
Bringing together Japan’s summer tradition of wind chimes with the brand’s global character, the polar bear, we created the “polar bear wind chime”. The chimes served as advertising for the brand, while also delivering “cool refreshment,” just like the product does. As Maebashi City was known for being one of the hottest places in Japan during summer, the train cars of the city’s local Jomo Railway was decorated with the chimes and turned into a “wind chime train,” so that both the chimes and the trains themselves served to bring a new kind of “cool refreshment” to the local residents. The chimes were handcrafted by the master wind chime maker, one of only two craftsmen in Japan still making Edo glass wind chimes today. The master blew each glass with breath coolly refreshed by HALLS. In this way, each piece of HALLS candy was transformed into a beautiful wind chime.
The news of the "wind chime train" spread via word-of-mouth and socila media, eventually being picked up by TV and news outlets nationwide. Through Japan's summer tradition of wind chimes, Halls succeeded in making a cool and refreshing contribution to the worldwide problem of global warming.
Since the days when there were no air conditioners, wind chimes were cherished in Japan as a way to alleviate the heat and humidity of the summer months. Made of delicate glass sculpture, the chime’s tinkling sound as it sways in the breeze is thought to resemble the chirping of a cricket and is said to signify the arrival of autumn. For the Japanese people, visual and aural representation of coolness is thought to be as effective as the actual physical feeling of it, so the strategy was for HALLS to deliver a unique kind of cool refreshment by expressing the brand’s concept of “Take a cool breath” through Japan’s time-honored, summer tradition of wind chimes.