Cannes Lions

YAMAZAKI MOMENTS

DENTSU INC., Tokyo / SUNTORY HOLDINGS LIMITED / 2018

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Overview

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Credits

Overview

Description

Yamazaki Distillery is renowned for creating world-class single malt whisky. Every year, the distillery is inundated with more than 200,000 requests to tour the facility from all over the world. Only a lucky few get to tour the distillery. For those who have missed out, we present a virtual distillery tour, utilizing digital media – a gift to Yamazaki Whisky lovers everywhere. We have focused on providing fresh, slightly unconventional content.

Execution

The target audience includes people all over the world who love Yamazaki whisky and have a deep interest in whisky-making at the Distillery. Rather than aiming to produce short-lived, attention-grabbing content, we focused on utilizing digital content to allow the audience to experience the universal values inherent in whisky-making. The audience follows the processes of whisky-making, experiencing the sights, smells, and heat emanating from the distillery. They discover the dedication behind the creation of this unique whisky, condensing the complete experience of Yamazaki Whisky’s never-ending flow of time into a three-minute interactive movie accompanied by related video and text.

Outcome

The PC and smartphone versions were launched simultaneously. Multiple banners were placed on related websites including the Yamazaki Distillery tour reservation website and the main Yamazaki Whisky product website to attract the audience to the content.

This experience sets the campaign apart from short-lived, attention-grabbing content.

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