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Beverages - Alcoholic


Entrant: TBWA\Hakuhodo Inc., Tokyo

Suntory Whisky
"3D on the Rocks"

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Corporate Name of Client: Suntory Holdings Ltd.
Suntory Business Expert Ltd. Creative Producers: Shizuka Masuno/
    Yuta Mita 
Advertising Agency: TBWA\Hakuhodo Inc., Hakuhodo Inc., Tokyo
Executive Creative Director: Kazoo Sato (TBWA\Hakuhodo)
Creative Directors: Hideo Kato (Suntory Business Expert Ltd.) /
     Kiyoshi Omori (Suntory Holdings Ltd.)  
Copywriters: Takahiro Hosoda (TBWA\Hakuhodo) /
     Nobuhiro Arai (TBWA\Hakuhodo)
Art Directors: Yo Kimura (TBWA\Hakuhodo) /
     Yuki Tokuno (TBWA\Hakuhodo)
Production Company: TOKYO, Tokyo
TOKYO Film Director: Eiji Tanigawa
TOKYO Camera: Senzo Ueno
Digital Production Company: mount Inc., Tokyo
Head of Production: mount Inc.
Production Manager: Ko Yoshida (mount inc.)
mount Inc. Interactive Art DIrector: Im Jeong-ho/Takeshiro Umetsu/
    Hidekazu Hayashi
Creative Technologist: Masashi Matsukura (TBWA\Hakuhodo)
Designers: Yo Kimura (TBWA\Hakuhodo) /
     Yuki Tokuno (TBWA\Hakuhodo)
Photographer: Keisuke Minoda (acube)
FULVIS K.K. 3DCG: Takeo Saito
Music Company: Audioforce, London

Description of the Project:
Whisky is one of the most popular alcoholic drinks in the world. However, whisky fans are getting older as time passes, while younger generations see it as an out-of-date, boring drink. Our challenge was to attract younger drinkers and once again to create the golden age of whisky.
3D on the Rocks - The world’s first 3D-milled ice cube to enjoy with whisky in your desired shape. All you have to do is send your desired 3D data to a special site. Then, our specially designed CNC router shaves a one-of-a-kind ice creation just for you. To make 3D on the Rocks an even more magical experience, we also opened a pop-up bar in central Tokyo for fans to experience this new way to enjoy whisky with their own 3D milled ice cube.
We rocked the world in just two weeks. Over 5 million Tweets from 47 countries spread the story around the world. Especially, young people who had no interest in whisky shared the news one after another and created a huge social buzz ever in whisky history. More than a hundred inquiries were made to install our 3D on the Rocks service at bars which contributed to Suntory whisky sales. We were covered on CNN, ABC, YAHOO!, CNET and many other local and global news and trend sites. And finally, we succeeded in bringing young people to the bar to drink whisky.