| Title | DNA GLASS |
| Brand | SUNTORY HOLDINGS LIMITED |
| Product / Service | DNA GLASS |
| Category | B02. Promotional Item Design |
| Entrant | DENTSU INC. Tokyo, JAPAN |
| Idea Creation | DENTSU INC. Tokyo, JAPAN |
| PR | CATCHBALL Tokyo, JAPAN |
| Production | MOUNT Tokyo, JAPAN |
| Production 2 | YOH KOMIYAMA DESIGN Tokyo, JAPAN |
| Production 3 | DENTSU TEC Tokyo, JAPAN |
| Production 4 | DENTSU CREATIVE X INC. Tokyo, JAPAN |
| Additional Company | SUNTORY Tokyo, JAPAN |
| Additional Company 2 | SUN-AD COMPANY Tokyo, JAPAN |
| Additional Company 3 | INAC CORPORATION Okasaki, JAPAN |
| Additional Company 4 | GENOMEDIA Tokyo, JAPAN |
| Additional Company 5 | ONGAKUSHITSU Tokyo, JAPAN |
| Name | Company | Position |
|---|---|---|
| Yukari Oka, Kiyoshi Ohmori | Suntory Communications Ltd., SUN-AD Company Limited | Creative Director |
| Ayaka Taniguchi | Suntory Communications Ltd. | Creative Producer |
| Yasuyuki Kawano | DENTSU INC. | Executive Creative Director |
| Soichi Ono | DENTSU INC. | Creative Director |
| Jeong-ho Im | mount inc. | Art Director |
| Soichi Ono, Ryo Ohtsubo, Kazuhiko Ikeda, Masahiro Kitao, Masahiro Okumura, Yumik | DENTSU INC., mount inc. | Planner |
| Yumiko Ota, Shinnosuke Matsuyoshi, Hitomi Sato | DENTSU INC. | Copy Writer |
| Yoh Komiyama | YOH KOMIYAMA DESIGN | Product Designer |
| Takeshiro Umetsu | mount inc. | Technical Director, Programmer |
| Kazuhiko Ikeda, Ai Kouhei, Susumu Inoue | DENTSU INC., DENTSU TEC INC. | Project Producer |
| Koichiro Abe | DENTSU INC. | Account Executive |
| Jeong-ho Im, Hiroka Hasegawa, Yui Yoshida | mount inc. | Designer |
| Maboroshi | MABOROSHI Co., Ltd. | HTML Coding |
| Takuro Yamawaki, Ko Yoshida | DENTSU INC., mount inc. | Project Manager |
| Ryoko Toyama | Dentsu Creative X Inc. | Film Producer |
| Makoto Yamashita | Dentsu Creative X Inc. | Film Production manager |
| Genki Akaeda | Freelance | Film Director |
| Koho Kotake | Freelance | Director of Photography |
| Tatsuniwa Doi | Freelance | Lighting Director |
| Shingo Maruyama, Shigeru Hagiwara | TYO TECHNICAL RANCH INC., Kyoritsukougei Inc. | DIT, SFX |
| Yoshihiro Narutaki | CRAFT Co.,Ltd. | Set Designer |
| Toshiya Mikata, Kosuke Kato | TOPUP INC. | Sizzle Artist |
| Tsuyoshi Takahashi | Decoration Inc. | Stylist |
| Mie Suzuki | Freelance | Hair Make |
| Setsu Fukushima | Ongakushitsu Inc. | Music Producer |
| Ryo Nagano, Toshiya Kai | Freelance, Ongakushitsu Inc. | Composer Singer, Recording Engineer |
| Yoshifumi Sadahara | MARK inc. | CG Producer |
| Tatsuya Furuhata, Kentaro Ohira | MARK inc., Freelance | CG Production Manager, CG Artist |
| Masahiro Ishiyama, Tetsuya Takegawa, Kohei Sudo, Hiroki Okumura | DIGITAL GARDEN INC. | Post Production |
| INAC CORPORATION, Genomedia Inc., catchball Inc. | INAC CORPORATION, Genomedia Inc., catchball Inc. | Product Development, DNA Analysis, PR Planning Execution |
Through our research and study, we found out that genes define the way people enjoy beer. Features such as alcohol tolerance, sensitivity to malt aroma and sensitivity to hops bitterness are correlated to genetic information. Having that knowledge, we created an original algorithm that generates the best beer glass design for each individual, according to one’s DNA data. The glass changes its form including capacity, top diameter and rim thickness to let each one enjoy beer even more responding to the data. The glass design is then materialized using 3D printing technology. This enabled DNA Glass to be produced one by one with unique designs though glasses have been mass-produced with a single design DNA Glass is the one and only beer glass for each human being to discover the “ultimate beer”.
We created an original algorithm that generates the best beer glass for each individual, according to his or her DNA data. First, we retrieved and analyzed DNA from saliva. Next, genetic information being incorporated to the algorithm, a unique beer glass design was generated. For example, for people with high alcohol tolerance, the design incorporated a larger capacity. For people with low sensitivity to malt aroma, a narrower top diameter to condense the scent. For people with high sensitivity to hops bitterness, a thicker rim to enjoy the mellow taste. In addition, personality traits, preferences and other genetic codes are analyzed for the ultimate design. These glass designs were then materialized thanks to 3D printing technology, which makes tailored production possible.
This project received great media coverage globally, with lots of online discussion praising its innovative and unique concept. DNA Glass is currently patent pending, with commercialization expected to follow. We are also advancing the idea to products other than beer glass, such as perfume. DNA GLASS showed the world that DNA is closely related to our normal daily life, not just to labs and hospitals. This invention might be the “mother” of DNA innovations for man's real needs - to enjoy the ultimate beer!
The same beer tastes different from one individual to the next. Therefore, we believe that serving beer in the most personalized way will create a completely new “ultimate” beer experience. To make this come true, we turned our focus to DNA. We found out that genetic information was the very element that defines the individual difference of beer taste. Returning to basics – genes – we decided to create the one and only beer glass for each human being.