SUB CATEGORY :

USE OF PHOTOGRAPHY/DIGITAL IMAGE

COMPANY ENTERING :

TBWA\HAKUHODO INC., TOKYO

TITLE :

INTOXICATING SOUNDS POSTERS

BRAND :

CONCERT

ADVERTISER :

JAPAN PHILHARMONIC ORCHESTRA

AGENCY :

TBWA\HAKUHODO INC., TOKYO

CHIEF CREATIVE OFFICER :

KAZOO SATO

CREATIVE DIRECTOR :

MASATOSHI USAMI

ART DIRECTOR :

YUHEI ITO

COPYWRITER :

MASATOSHI USAMI

AGENCY PRODUCER :

YUKI SAKAMOTO

DESIGNER :

SASUKE HATAO/NAGISA TOYA

TRANSCREATOR :

JONATHAN GENKI FUJIMURA

DIRECTOR :

KODAI YOSHIDA

PHOTOGRAPHER :

SHUTARO NAGANO

RETOUCHER :

TAKUMU KOSHIBA

PRINT PRODUCER :

RUI GOTO/SANAE MAEKAWA

ENGLISH CONTEXT EXPLANATION :

IN 2021, THE JAPAN PHILHARMONIC ORCHESTRA HELD A CONCERT WITH THE THEME OF "ALCOHOL". THE CONCERT HALL BAR TRADITIONALLY A PLACE TO ENJOY THE VIBE OF THE CONCERT HALL BEFORE, DURING AND AFTER THE PERFORMANCE, HAD INDEFINITELY CLOSED DUE TO COVID. WE WANTED TO PROVIDE THE FULL CONCERT EXPERIENCE FROM WHEN VISITORS ENTERED THE DOORS UNTIL THEY EXITED THE CONCERT HALL. CLASSICAL MUSIC IS SOMETHING THAT IS AGED WITH TIME. IT HEALS AND CAPTIVATES. IN THIS WAY, CLASSICAL MUSIC IS MUCH LIKE FINE LIQUOR. WE CREATED A SERIES OF POSTERS EXPRESSING THE "EUPHORIA OF MUSIC," BY LIKENING ALCOHOLIC DRINKS AS ORCHESTRA INSTRUMENTS. THE POSTERS WERE DISPLAYED IN THE FOYER OF A CONCERT HALL WHERE ALCOHOL WOULD HAVE BEEN SERVED IF NOT FOR COVID, AND CREATED A VISUAL USING ALCOHOL THAT WOULD HAVE PIQUED THE TASTE BUDS OF THE VISITORS.