World's first 'glassical concert'
OgilvyAsia Adminon 15 April, 2015
Ogilvy & Mather Japan and Geometry Global Japan, together with distinguished Japanese concert space Suntory Hall, have successfully curated the world’s first ‘Glassical Concert’ which depicts the purity of musical instruments made enti rely of glass.
Masato Mitsudera, Head of Creative, Geometry Global Japan, said: “Staying in-tune with the innovative spirit and philosophy behind Suntory Hall, we looked to create a concept that would appeal to a younger audience – one that is increasingly interested in the classical music scene.”
Suntory Hall first opened its doors in 1986 as Japan’s first vineyard-style establishment. It has since been dedicated to emerging talents and pushing the boundaries in immersive musical experiences.
A 60 second film featuring the “Glassical Concert” and glass instrument was created to drive further awareness and excitement around the unique and carefully crafted note-shaped ice placed in each glass. Glasses were tuned to a different tone, dependent on shape and amount of liquid present.
An audience of up to 300 gathered to witness and take part in the first “Glassical Concert”, which saw 300 glasses turned into real musical instruments.
Ajab Samrai, CCO of Ogilvy & Mather Japan, commented: “I’m delighted we’ve been able to partner with Suntory, global alcoholic beverage and food company. This integrated campaign seamlessly brings together both the musical and drinks heritage of the company with the world’s first ‘drink instrument’.”
World-class conductor, Mr. Yutaka Sado who took command of the concert said; “The final sound was extremely pure and beautiful, with a very lively and playful tone. I have no doubt that the concert proved an unforgettable experience for our audience, and one that stayed in their minds long after its finale…”