We began with "drinks that inspire the mind with ideas" (in 'sexy', 'cool', 'peace' and 'biz' flavours not commercially available) and set up the mysterious 'ideas shop'. The drinks were laid out in a fashionable showcase, and a film showing a doctor and patient in discussion was played endlessly. The project message "May I help your brain?", along with creative media succeeded hugely in maximising communication.The project found people are always in search of breakthrough ideas.

1. Reaffirmed recognition that Roppongi Hills always offers new ideas and suggestions.2. 100,000 copies of flyers were handed out to passers-by.3. Website visits increased 320% during the project.4. New enrolment rose 130%.5. 10 million yen investment produced PR effect valued at 320 million yen.