Suntory Global Spirits, a division of Suntory Holdings Limited, one of the largest and oldest alcoholic and non-alcoholic beverage companies in Japan, launched its Roku Gin Sakura Bloom through an ooh campaign, inspired by the blossoming of the cherry trees which is one of the most iconic and celebrated events in Japan.
The reason why Suntory Global Spirits created, in collaboration with IGPDecaux's Brand Solutions, a branded shelter in Via Torino - corner Palla street, entirely decorated with a creativity that reproduced cherry blossoms, is soon explained. Using pink and metallic tones, the Brand Solutions team was able to simulate the blossoming of Japanese cherry trees, the same ones featured on the bottle label created by the famous Japanese washi artist Eriko Horiki.
The installation is part of the brand's integrated communication strategy, which reached its peak in Milan in June. In addition to this customization, the campaign was extended to a network of over 200 traditional bus shelters - 120x180cm format - and the Sirietto, the historic Milan tram, was also decorated and ran on several lines of the city's tram network.
Suntory Global Spirits delighted citizens and tourists with these installations, making them live a unique and engaging sensory experience that celebrated the beauty and tradition of Japanese festivals.
The campaign, planned in collaboration with the agency Next14, was designed with the purpose of maximizing reach and generating engagement with high-impact creativity.
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