Brand: Suntory Hall
Advertiser: Suntory Holdings Limited
Agency: Geometry Global Japan, Tokyo
Managing Partner: Masahiro Saito
Chief Creative Officer: Ajab Samrai
Executive Creative Director: Masato Mitsudera
Creative Director: Hideo Kato (Suntory Business Expert Limited)/Kiyoshi Omori (Sun-Ad Company Limited)/Masato Mitsudera (Ggj)
Copywriter: Shinichiro Fukushima (Ggj)
Art Director: Akihito Ono (Ggj)
Account Director: Koichi Maeda
Account Executive: Ai Shimomura
Planner: Yasushi Arikawa (Ggj)
Agency Producer: Shizuka Masuno/Ayaka Taniguchi (Suntory Business Expert)
Film Production Company: Taiyo Kikaku Co.,Ltd., Tokyo
Director: Eiji Tanigawa (Tokyo/Taiyo Kikaku)
Cinematographer: Senzo Ueno (Free)
Gaffer: Masachio Nishida (Free)
Film Producer: Kazushige Fujie (Taiyo Kikaku)/Hidekatsu Nagasawa (Tokyo/Taiyo Kikaku)
Production Manager: Toshiaki Fujishima/Tomoko Morishige/Ryusuke Yoshida (Taiyo Kikaku)
Art: Etsuko Akiba (Free)
Editor: Ryuichi Hasegawa (Tokyo/Taiyo Kikaku)
Sound Production Company: Invisible Designs Lab., Fukuoka/Audioforce, Tokyo
Sound Designer: Kenjiro Matsuo (Invisible Designs Lab.)
Campaign Summary: Suntory, A Leading Beverage Manufacturer, Operates A Musical Hall For Classicial Music. Unfortunately, Classical Halls Have Extremely Low Relevance Among The Young Generation Compared To The West, So Our Challenge Was To Raise Their Relevancy And Drive Traffic To Suntory Hall. As A Solution, We Created A glassical Instrument", Offering The Best Of Both Worlds Of A Drink And A Musical Instrument. Suntory Hall Is Very Precise In The Sounds They Offer, And Suntory Has Pride In Creating Great Taste. To Embrace Their Endeavors, We Pursued Meticulous Efforts To Develop The Glassical Instrument And Its Sounds. To Create Alluring Appearance, Great Taste And Beautiful Sounds, We Utilized A Patented Japanese Technology Called The ice Mold" To Produce The Perfectly-Designed Ice Shaped As Musical Notes. Furthermore, We Worked On tuning" The Glassical Instruments In The Hall To Enable Them To Produce Beautiful Sounds In The Full Musical Scale. We Experimented With Glasses Of Different Sizes And Thicknesses, As Well As How Much Volume Of Liquid Each Glass Should Contain, And Examined All Kinds Of Combinations. After We Launched The Glassical Concert As A Film, We Held A Real Glassical Concert With The Guests Who Were Visiting Suntory Halls Annual Event, And Served The Glassical Instrument As Exclusive Drinks.
The Brief: In The West, Students And Adults Have Opportunities To Be In Touch With Classical Music. However, Japanese People Perceive It To Be awkward" And too Stiff." Not To Mention That Only A Few People In The Younger Generation Visit Classical Concert Halls To Listen To Classical Music. To Overcome This Issue, We Created A New Musical Instrument Called The glassical Instrument," Which Pursues Alluring Appearance, Great Taste And Beautiful Sounds. This Innovative Design Is A Completely New Type Of Drink And Musical Instrument, Which Helped Drive Behavioral Change And Traffic Towards Classical Music And Suntory Hall Among The Younger Generation.
The Strategy: To Drive The Younger Generation To Get To Know The Appeal Of Classical Concerts And Actually Visit Suntory Hall In Order To Prevent Aging And Reduction Of Concert-Goers, We Focused On The Fact That Suntory Operates Suntory Hall And Developed A glassical Instrument" Which Combines A Drink And A Musical Instrument. To Launch The Campaign, We Visualized The Glassical Concert Performance As A Film. Then We Served The Glassical Instrument As A Special Drink At This Years Special Event Which Is Held Every Year By Suntory Hall. These Activities Enabled The Younger Generation To See The Performance On The Internet And And Experience It At The Real Venue.
The Execution: We Created A glassical Instrument," A Never-Before Musical Instrument In Order To Help Change The Behavior Of The Younger Generation Who Were Not Interested In Classical Music And Halls. With This Instrument, We Conducted A glassical Concert," Where The Guests Took Part In Making A Performance. By Doing So, We Were Able To Drive The Younger Generation To Take Part In A Classical Yet Fun Experience At Suntory Hall, A Classical Hall Operated By Suntory, Who Is A Leading Beverage Manufacturer.
The Result: Suntory Hall Constantly Delivers The Values Of Beautiful Sounds And Moving Experiences. The Guests Were Able To Experience This Value Through The Glassical Concert That Utilized Glassical Insturments. In The Past, The Young Generation Were Not Interested In Classical Music, As Well As Suntory Hall. Now That The Whole Experience Was Shared, 70% Of The People Who Were Not Interested In Suntory Hall, And Were Far From Even Going There, Said That They Would Like To Visit The Hall. Their Perceptions Of awkward" And too Stiff" Dramatically Changed To casual," fun" And familiar With It." By Leveraging Their Image, We Were Able To Make Them Feel Closer To Suntory Hall. As A Result, The Number Of Young Visitors To The Hall Is Rising.