THE NATURE AND SPIRIT OF JAPAN

THE NATURE AND SPIRIT OF JAPAN

THE NATURE AND SPIRIT OF JAPAN

The Ask

The Ask

A Tour Activation At Target Festivals, Integrating Spirit Education & Japanese Heritage

A Tour Activation At Target Festivals, Integrating Spirit Education & Japanese Heritage

The Idea

The Idea

An Interactive Tiny House

An Interactive Tiny House

The Need

The Need

Traffic & Buzz For Newest Generation of Spirits

The Solution

The Solution

Custom-Fabricated Structure For A National Brand Tour

18.8K

18.8K

18.8K

NATIONWIDE ATTENDEES

NATIONWIDE ATTENDEES

NATIONWIDE ATTENDEES

824.4K

824.4K

824.4K

IMPRESSIONS

IMPRESSIONS

IMPRESSIONS

The Challenge

THE CHALLENGE

Beam Suntory tasked Gradient with launching the House of Suntory’s newest generation of spirits to major markets across the United States. The design and build of the immersive experience needed to provide multiple experiences in one limited footprint, while following all tentative state regulations, offering flexibility based on the target festival environment, heading truck weight limitations, and embracing the elevated brand ethos. The final experience needed to educate festival-goers about these new products and create a bond to the elevated brand.

Brand Ambassador Interaction

Interior Spatial Design

Hand-Crafted Cocktails

Multi-City Location and Set Design

Liquid to Lips

Personalized Group Tastings

The Results

The Results

The custom-fabricated Tiny House featured two indoor bar experiences in addition to the outdoor activation. The immersive experience brought guests into the world of Japan and the House of Suntory while educating them on the new spirits that included vodka, gin, and whiskey.

The inside of the Tiny House offered a serene environment to have master mixologists artfully craft one of three cocktails. The experience was rooted in Japanese hospitality and attention to detail.

Suntory Share & Tie Activation

Scaled Fabrication Build

Brand Giveaways

Product Display and Tastings

Live Mixology

Product Education

CREATIVE STRATEGY

CREATIVE STRATEGY

CREATIVE STRATEGY

CONTENT STRATEGY
Social Capture
Platform Engagement

COMMS STRATEGY
Invite Messaging
Recap Content

LOCATION STRATEGY
Target Festivals
Activation Roadmapping

CREATIVE PRODUCTION

CREATIVE PRODUCTION

CREATIVE PRODUCTION

EXPERIENCE DESIGN
Spatial Design
Attendee Flow

CREATIVE DESIGN
Programming
Japanese Heritage

GRAPHIC DESIGN
Integrated Branding
Activation Materials

PHYSICAL PRODUCTION

PHYSICAL PRODUCTION

PHYSICAL PRODUCTION

TOUR
Custom Fabrication
Build Design

CONTENT
Social Capture
Sizzle Reel

  • VIEW MORE WORK -

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