AWARDS :

FINALIST

SUB CATEGORY :

LOTUS ROOTS

COMPANY ENTERING :

MCCANN WORLDGROUP JAPAN/MCCANN ERICKSON JAPAN, TOKYO

ENTRY TITLE :

BEER-LINGUAL

BRAND :

MALTS THE DRAFT

ADVERTISER :

SUNTORY HOLDINGS LIMITED

AGENCY :

MCCANN ERICKSON JAPAN, TOKYO

EXECUTIVE CREATIVE DIRECTOR :

ISAMU NAKAMURA

CREATIVE DIRECTOR :

SATOKO TAKADA (MCCANN ERICKSON JAPAN)/
HIDEO KATO (SUNTORY BUSINESS EXPERT LIMITED)/
KIYOSHI OOMORI (SUN-AD COMPANY LIMITED)

COPYWRITER :

SATOKO TAKADA

ART DIRECTOR :

SHINICHI NIIZEKI/NATSUMI IWASAKI

ACCOUNT DIRECTOR :

TOKIHISA SHIMADA

ACCOUNT MANAGER :

MAYU HIKIMA

ACCOUNT EXECUTIVE :

ERINA TAMURA

CREATIVE PRODUCER :

SHIZUKA MASUNO (SUNTORY BUSINESS EXPERT LIMITED)/
AYAKA TANIGUCHI (SUNTORY BUSINESS EXPERT LIMITED)

AGENCY PRODUCER :

KIYOSHI KINDO

COORDINATOR :

CHIHARU OZAKI

FILM PRODUCTION COMPANY :

AOI PRO. INC., TOKYO

DIRECTOR :

KATSUKI KUROYANAGI

PRODUCER 2 :

YOHEI KANEKO

ILLUSTRATOR 2 :

TAKAYUKI KUDO

CULTURAL CONTEXT EXPLANATION :

SINCE 2011, THE NUMBER OF FOREIGN VISITORS VISITING JAPAN HAS INCREASED BY 30% EVERY YEAR, BUT, ACCORDING TO A GOVERNMENT SURVEY, MORE THAN 70% OF JAPANESE PEOPLE ARE STILL UNABLE TO SPEAK ENGLISH. THUS WE CREATED A WAY FOR NON-JAPANESE SPEAKERS TO EASILY ORDER SUNTORY’S DRAFT BEER IN TRADITIONAL JAPANESE-STYLE BARS AND IZAKAYA PUBS JUST BY SAYING A UNIQUE PHRASE COINED IN ENGLISH, CHINESE, FRENCH, THAI, AND SPANISH. THE PHRASES IN THE FIVE LANGUAGES MEAN SOMETHING COMPLETELY DIFFERENT TO EACH OTHER, BUT THEY ALL CLEARLY SOUND LIKE “I’D LIKE A GLASS OF SUNTORY’S DRAFT BEER, PLEASE (SUNTORY NO NAMA BIRU KUDASAI)” TO THE JAPANESE EAR. SUNTORY MALT'S THE DRAFT IS BEER YOU CAN ONLY DRINK "ON PREMISE.” OUR AIM WAS TO GET FOREIGN TRAVELERS UNFAMILIAR WITH THE BRAND TO ORDER IT BY NAME, SO THAT THEY CAN COME TO KNOW AND REMEMBER SUNTORY’S NAME DURING THEIR STAY.

ENGLISH CONTEXT EXPLANATION :

WE CREATED A WAY FOR NON-JAPANESE SPEAKERS TO EASILY ORDER SUNTORY’S DRAFT BEER IN TRADITIONAL JAPANESE-STYLE BARS AND IZAKAYA PUBS JUST BY SAYING A UNIQUE PHRASE COINED IN ENGLISH, CHINESE, FRENCH, THAI, AND SPANISH. THE PHRASES IN THE FIVE LANGUAGES MEAN SOMETHING COMPLETELY DIFFERENT TO EACH OTHER, BUT THEY ALL CLEARLY SOUND LIKE “I’D LIKE A GLASS OF SUNTORY’S DRAFT BEER, PLEASE (SUNTORY NO NAMA BIRU KUDASAI)” TO THE JAPANESE EAR. WE ADDED IMPACT TO THE PHRASES BY MAKING THEM A LITTLE PECULIAR IN MEANING AND SUCCEEDED IN PIQUING THE INTEREST OF FOREIGN TRAVELERS BY MAKING THEM WONDER WHETHER SUCH PHRASES WILL ACTUALLY WORK AND STIRRING THEIR CURIOSITY TO TRY THEM OUT. THE CAMPAIGN PROVED TO BE VERY EFFECTIVE IN DRIVING ORDERS AND TRIALS.