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

Ogilvy & Mather Japan / Geometry Global Japan tokyo, Japon

5716

Marque: The Suntory Hall
Pays: Japon

Annonceur: The Suntory Hall

Titre	The Glassical Instrument for the Glassical Concert
Agence	Ogilvy & Mather Japan / Geometry Global Japan
Campagne	The Glassical Instrument for the Glassical Concert
Annonceur	The Suntory Hall
Marque	The Suntory Hall
Mise en ligne	Juin 2015
Secteur d'activité	Autres
Slogan	ogilvy, suntory, geometry global, glassical concert
Philosophie	“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.
Problème	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.
Résultat	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.”
Type de média	Etude de cas
Longueur	120 seconds
Responsable de la création	Ajab Samrai
Directeur de création	Head of Digital Design
Planner	Yasushi Arikawa
Directeur artistique	Akihiko Ono
Concepteur / rédacteur	Shinichiro Fukushima
Directeur Général	Masahiro Saito
Directeur de clientèle	Koichi Maeda
Chef de groupe	Ai Shimomura