Product / ServiceDNA GLASS
CategoryF04. Innovation & Solution
Idea Creation DENTSU INC. Tokyo, JAPAN
Production MOUNT Tokyo, JAPAN
Production 3 DENTSU TEC 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

The Campaign

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”.

Creative Execution

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.

Indication of how successful the outcome was in the market

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.


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