THE JAPAN PILL-HARMONIC DM, Design & Branding The Japan Pill-harmonic by I&S BBDO Tokyo

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The Japan Pill-harmonic

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Industry Business equipment & services, Corporate Image
Media Direct marketing, Design & Branding
Market Japan
Agency I&S BBDO Tokyo
Executive Creative Director Yoshihisa Ogata
Creative Director Shinichi Ikeda
Producer Rika Yamada, Hirohide Sudo
Released April 2013


Cannes Lions 2013
Design Lions Promotional Item Design Gold
Design Lions Packaging Design; Special Editions & Promotional Packaging Silver

Credits & Description

Media: DM
Category: Recreation & Leisure
Agency: I&S BBDO Tokyo, JAPAN
Creative Director: Shinichi Ikeda (I/S BBDO)
Art Director/Designer: Kenichiro Shigetomi (I/S BBDO)
Producer: Rika Yamada (I/S BBDO)
Producer/Copy Writer: Tatsuya Shimazaki (I/S BBDO)
Producer: Hirohide Sudo (I/S BBDO)
Planner: Tatsuro Kumaki (I/S BBDO)
Planner: Yukina Oshibe (I/S BBDO)
Planner: Toshiharu Takahashi (I/S BBDO)
Planner: Rina Tanaka (I/S BBDO)
Planner: Kenta Takagi (I/S BBDO)
Planner: Mio Imai (BBDO J West)
Account Manager: Haruhiko Ito (I/S BBDO)
Executive Creative Director: Yoshihisa Ogata (I/S BBDO)
Brief Explanation
Appeal why they should exist, to people who are less engaged in the classical music by letting them "experience" that the music offers "tunes just for themselves."We focused on the effect and efficacy of classical music which "works on the human brain and tunes the mind and body system".
Describe the brief from the client
The Japan Philharmonic has been distressed because more and more people are walking away from classical music.
For many people, the classical music (orchestra) has become "something that has nothing to do with them."
The orchestra has been seeking a new idea that will make people understand why the classical music should exist.
Design Process
We started
prescribing the classical music as alternative medicine - namely, Japan Pill-Harmonic.
The 'pills' are actually classical music data, put in a small package that looks like an envelope for prescription drugs, and prescribed for each 'symptoms' as pills for sleeping, vitamin effects or stomachache.
People are healed by listening to the prescribed classical music data in chips with the device they prefer.
We succeeded in making those who were less engaged in the classical music feel, not visualize, that the music offers
the "tunes just for themselves".
The Japan Pill-Harmonic turned pharmacies into the orchestra's
new touch point with consumers.