| Title | HEARTLAND FOREST |
| Brand | KIRIN COMPANY, LIMITED |
| Product / Service | HEARTLAND BEER |
| Category | C01. Digital & Interactive Design |
| Entrant | DENTSU INC. Tokyo, JAPAN |
| Idea Creation | DENTSU INC. Tokyo, JAPAN |
| Production | DENTSU KANSAI TOKYO ROOM, JAPAN |
| Production 2 | DENTSU TEC Tokyo, JAPAN |
| Production 3 | DENTSU KANSAI TOKYO ROOM, JAPAN |
| Production 4 | P.I.C.S Tokyo, JAPAN |
| Production 5 | J.C. SPARK Tokyo, JAPAN |
| Name | Company | Position |
|---|---|---|
| Yasuharu Sasaki | DENTSU INC. | Executive Creative Director |
| Hiroshi Koike | DENTSU INC. | Creative Director |
| Arata Kubota | DENTSU INC. | Art Director |
| Shinya Nakamura | DENTSU INC. | Copywriter |
| Yasuhiro Tsuchiya | DENTSU INC. | Planner |
| Yumeno Suzuki | DENTSU CREATIVE FORCE INC. | Agency Producer |
| Nari Kudo | DENTSU TEC INC. | Producer |
| Yu Ooga | DENTSU CREATIVE X INC. | Producer |
| Shotaro Matsumoto | DENTSU CREATIVE X INC. | Production Manager |
| Yuka Nishizawa | DENTSU CREATIVE X INC. | Production Manager |
| Atsushi Makino | P.I.C.S. Co., Ltd. | Director |
| Ryuto Miyake | Freelance | ILLustrator |
| Taiji Yamazaki | Freelance | Photographer |
| Megumi Matsuda | Freelance | Photographer |
| Shigeto Kunii | Freelance | Cinematographer |
| Yuki Nakamura | Freelance | Gaffer |
| Towako kuwajima | Freelance | Production Designer |
| Taiyo Sato | AnimationCafe Inc. | VSX |
| Kazuhisa Enomoto | TELMIC Corp. | SFX |
| Yukio Koiwa | infield | Bottle lamp Production |
| Chikara Uemizutaru | Freelance | Music comporser |
| Masumi Takino | Freelance | Sound designer |
| Yo Kitanaka | J.C.SPARK | Designer |
| Satoko Iwai | J.C.SPARK | Designer |
| Koji Kimura | SARRYWORKS | WEB Design |
| Yoshiko Dokyu | SARRYWORKS | WEB Director |
| Katuya Murano | SARRYWORKS | WEB Programming |
| Nobuki Ogawa | Dentsu Creative X Inc. | Translator |
| Samwell Nelson | Dentsu Creative X Inc. | Translator |
Empty bottles were collected from 300 establishments and turned into “bottle lamps” with a unique image of a bird engraved on each one. The bottles were presented as a gift to the 300 establishments where they are in use. The aim of this project is to deepen the level of communication between the brand, the carriers of the product, and customers.
The bottles, which had a great tree as their symbol, are all returnable bottles. They were collected and washed and then reused. The bottles used in this project have been to various establishments and have been held by many customers. On each bottle lamp a unique image of a bird was carved by hand. Each one is the only one of its kind. These birds represent those who enjoy the beer. Like birds looking for a place to rest their wings, HEARTLAND is loved by its customers. HEARTLAND’s goal of becoming a place for people to stop and relax is represented by the symbolic great tree and these engravings.
The bars and eateries that carry HEARTLAND are particular about beer. The bottle lamps served to strengthen the bond between the brand and these establishments. By doing this, customers are able not only to enjoy the beer, but also to be introduced to HEARTLAND’s world. These bottles became an opportunity for the creation of, and the strengthening of communication between establishments and customers. The message that was spread was very fitting for a brand that has grown by being passed from one person to the next.
The emerald green bottles are symbolic of the brand. The use of these as a central theme helped in achieving the goal of creating a campaign more in line with the product. The targets of the campaign were bars and eateries, as well as consumers. By making the brand symbol into something concrete that could be seen and touched in stores, communication between establishments and consumers was deepened.