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

Ogilvy & Mather Japan / Geometry Global Japan tokyo, 日本

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品牌: The Suntory Hall
国家: 日本

广告主: The Suntory Hall

标题	The Glassical Instrument for the Glassical Concert
广告公司	Ogilvy & Mather Japan / Geometry Global Japan
广告战役	The Glassical Instrument for the Glassical Concert
广告主	The Suntory Hall
品牌	The Suntory Hall
Posted	6月 2015
行业领域	其他
广告口号	ogilvy, suntory, geometry global, glassical concert
哲学	“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.
问题	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.
结果	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.”
媒体类别	案例研究
长度	120 seconds
首席创意官	Ajab Samrai
创意总监	Head of Digital Design
Planner	Yasushi Arikawa
美术指导	Akihiko Ono
文案	Shinichiro Fukushima
Managing Director	Masahiro Saito
客户总监	Koichi Maeda
客户主管	Ai Shimomura