SUNTORY HIBIKI by DAI NIPPON PRINTING, Ogilvy & Mather Tokyo for Suntory

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SUNTORY HIBIKI

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Industry Whiskey
Media Design & Branding
Market Japan
Agency DAI NIPPON PRINTING
Creative Director Kosuke Hashijima
Designer Kosuke Hashijima
Agency Ogilvy & Mather Tokyo
Creative Director Kosuke Hashijima
Designer Kosuke Hashijima
Released March 2011

Credits & Description

Category: iii. Premium Brand
Advertiser: SUNTORY
Product/Service: WHISKEY
Agency: OGILVY & MATHER JAPAN
Agency: DAI NIPPON PRINTING
Date of First Appearance: Mar 26 2011
Entrant Company: OGILVY & MATHER JAPAN, Tokyo, JAPAN
Exective Creative Director: Shingo Ichimura (Ogilvy & Mather Japan)
Agency Account Director: Hisashi Kitajima (Ogilvy & Mather Japan)
Creative Director/Designer: Kosuke Hashijima (Ogilvy & Mather Japan)
Media placement: Sample - Event - 26 March, 2011
Describe the brief from the client
Currently, Suntory has launched a communication campaign for “HIBIKI” under the concept “dramatic experience”. The campaign is geared towards younger generations and females with little experience of drinking whiskey. The campaign promotes “new ways” of enjoying whiskey with the aim of expanding the market, raising brand awareness, and boosting sales. The brief was to design a sample gift box for “PERRIER HIBIKI” which comes in a set with Perrier. Since “PERRIER HIBIKI” is a gift product exchanged between consumers, the client brief was to focus the design on the “the joy of receiving the gift” along with the “the joy of sending it”.
Describe the challenges and key objectives
The challenge was to design a gift box that embodies the campaign concept of “dramatic experience.” It should embody the drama of the sender and the receiver as PERRIER HIBIKI is a consumer-to-consumer gift box.
Key objectives:
-To provide the sender with “the joy of sending the gift” along with “the joy of showing care”.
-To provide the receiver with “the joy of receiving the gift” along with “the thrill of opening the gift”.
Describe how you arrived at the final design
- We dramatised the excitement of opening the gift box by tying a ribbon around the box.
- We created the shape of the gift box into a flower bud to create relevancy with “dramatic” when opening the box.
- The flower shape also represents a “gift”.
- To dramatise the excitement when opening the box, we developed two different tone and manners-Chic matte black on the outer side and metallic gold on the inner side of the box.
- By elevating the base of the box, we made the design look as though the two bottles are popping out of the box when the box is opened.
Give some indication of how successful the outcome was in the market
The “Perrier Hibiki” gift box proposed to the consumers a new way of enjoying whiskey. Many people sent and received “Perrier Hibiki” gift boxes to/from friends as gifts.