Write a short summary of what happens in the ambient or digital execution or campaign.

Suntory Coffee “BOSS” made world’s only vending machine which made from a retired Japanese train and installed it in the subway station where it sees heavy traffic by workers. We developed a mechanism that plays special voices based on conductor announcements in accordance with purchases made from the machine. Personified messages from the vending machine were made into posters and placed. The production process was filmed and edited into a documentary to play inside train cars and stations. A WEB site was also launched to allow for communication in all directions.

Cultural/Context information for the jury

“Canned Coffee” being sold out of a vending machine has become a symbol for a short break from work, for many Japanese people. Suntory’s “Canned Coffee BOSS” brand message is “Partner of the working people”. It's a drink that is adored by many because of Japan’s culture of “a canned coffee break”.