The Campaign

Birds are barometers of healthy forest habitats. Birds carry seeds that grow into a wealth of plant life, contributing to the abundance of the forest and producing delicious water. We created images of birds that actually live in the forest, using only natural materials gathered in Suntory forests (leaves, nuts and berries, mushrooms, etc.). The myriad diversity of shapes and colors found in the forest were channeled to create this simple yet powerful design.

Creative Execution

Each bird was created from approximately 8,000 leaves as well as nuts and berries, mushrooms and other natural materials gathered in Suntory forests. Materials were gathered at the Suntory Natural Water Sanctuary Okutama. Every leaf is unique, with distinctive colors and shapes. Posters were displayed in stations throughout downtown Tokyo and in the station at the foot of the mountains where one of the Suntory forests is located. We also generated extensive exposure with a website and an online movie.

Indication of how successful the outcome was in the market

Suntory CSR site page views increased 167% year-on-year. Suntory also earned No.1 eco-brand score among Japanese corporations. (Nikkei Business Eco-Brand Survey 2017)

Nearly 70% of Japan is forest, making it one of the world’s most forested nations. Because Japan is a country blessed with abundant water resources, Japanese people tend to take water for granted, seldom wondering where delicious natural water comes from. By creating high-impact bird graphics using leaves and other materials from the forest, we succeeded in fostering awareness of the fact that “Beautiful forests nurture delicious natural water,” while simultaneously enhancing perceptions of the Suntory brand.