Ajab Samrai
Founder & Global Chief Creative Officer at BLITZWORKS.NET
London, Großbritannien
TitelThe Glassical Instrument for the Glassical Concert
Agentur
Kampagne The Glassical Instrument for the Glassical Concert
Werbende The Suntory Hall
Marke The Suntory Hall
PostedJunI 2015
Geschäftsbereich Andere
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. 
Problem 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. 
Ergebnis 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.” 
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