The Glassical Concert

27/05/2015

VML Worldwide

Advertising Agency

New York, USA

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27/05/2015

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The Suntory Hall in Tokyo is a world-class concert hall, built and run by Suntory, Japan's global alcoholic beverage and food company. Known to produce one of the most beautiful sounds in the world, yet it's core audience is aging ... and declining. We needed an idea to appeal to a younger audience with a less classical approach. We created a new musical instrument, appropriately crafted, using a glass, liquid and a musical note-shaped ice cube. The multiple combinations of size, thickness and amount, created a full scale. Using the "Ice Mold" -- a patented piece of Japanese technology -- we were able to make perfectly seamless ice cubes that we could tune meticulously in the hall.

About VML Worldwide

VML is a leading creative company that combines brand experience, customer experience, and commerce, creating connected brands to drive growth. VML is celebrated for its innovative and award-winning work for blue chip client partners including AstraZeneca, Colgate-Palmolive, Dell, Ford, Intel, Microsoft, Nestlé, The Coca-Cola Company, and Wendy's. The agency is recognized by the Forrester Wave™ Reports, which name WPP as a “Leader” in Commerce Services, Global Digital Experience Services, Global Marketing Services and, most recently, Marketing Measurement & Optimization. In addition, VML’s specialist health network, VML Health, is one of the world’s largest and most awarded health agencies. VML’s global network is powered by 30,000 talented people across 60-plus markets, with principal offices in Kansas City, New York, Detroit, London, São Paulo, Shanghai, Singapore, and Sydney.

VML is a WPP agency (NYSE: WPP).

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