The Suntory Hall - "The Glassical Instrument for the Glassical Concert"

Ogilvy & Mather Japan / Geometry Global Japan tokyo, Japan

5717

Бренд: The Suntory Hall
Страна: Japan

Рекламодатель: The Suntory Hall

Заголовок	The Glassical Instrument for the Glassical Concert
Агентство	Ogilvy & Mather Japan / Geometry Global Japan
Кампания	The Glassical Instrument for the Glassical Concert
Рекламодатель	The Suntory Hall
Бренд	The Suntory Hall
Posted	Июнь 2015
Бизнес сектор	Другие
Слоган	ogilvy, suntory, geometry global, glassical concert
философия	“The Glassical Instrument” was designed to let the audience to experience its beautiful sound with a less classical approach. We created an unique musical instrument, “The Glassical Instrument”, with a glass, liquid and seemless musical note-shaped ice cube perfectly crafted using a patented Japanese technology “Ice Mold”. After hours of experimentation, 100 pieces of “The Glassical Instrument” were tuned to a different tone, dependent on the multiple combinations of size, thickness, and amount of liquid present and we meticulously played the “The Glassical Instrument” in the physical environment of the Suntory Hall.
Проблема	The ‘Suntory Hall’ in Tokyo is a world-class concert hall run by Suntory, global alcoholic beverage and food company. It is well known to produce some of the most beautifully balanced sounds in the world.
Результат	The research conducted after the release of the film, “The Glassical Concert” which depicts the purity of musical instruments made entirely of glass and event where younger audience could actually experience its tune of new its musical instrument revealed that 70% of people who were not interested in Suntory Hall, and were far from even going there, answered that they would like to visit the hall. Their perceptions such as “too formal” and “stiff” dramatically changed to “casual”, “fun” and “familiar with it.”
Тип медиа	Анализ ситуации
Длина	120 seconds
Главный креативный директор	Ajab Samrai
Креативный директор	Head of Digital Design
Planner	Yasushi Arikawa
Арт-директор	Akihiko Ono
Копирайтер	Shinichiro Fukushima
Управляющий директор	Masahiro Saito
Директор рабочей группы клиента	Koichi Maeda
Делопроизводитель	Ai Shimomura