Suntory Whisky Carved the World’s Most Incredible Ice Cubes

TBWA creates landmarks and characters in miniature

Headshot of Tim Nudd

Advertising craft doesn't get more delicate than this. Check out the crazy ice cubes TBWA\Hakuhodo created for Japan's Suntory Whisky.

The agency used what's called a CNC router (and a process that's kind of inverse 3-D printing) to carve the designs, which ranged from the Statue of Liberty to the Sphinx to Batman and everything in between. (There even appears to be, perhaps presciently, a Cannes Lion in the mix.)

Miwako Fujiwara of TBWA\Hakuhodo said the CNC router was chilled at -7 degrees Celsius to keep the ice from melting. The agency used an app called Autodesk 123D to capture the 3-D images and prep them for printing. "A touch of chilled whiskey polishes the surface of the ice and gives a beautiful shine to the sculpture," Fujiwara added.

The campaign was launched in 2014 and won gold for design in Adweek's Project Isaac Awards last year. It also just won a Branded Content & Entertainment Lotus trophy at the Asia Pacific Advertising Festival in Thailand.

Lots more images, along with credits, below.

Client: Suntory

Campaign: "3D on the Rocks"

Agency: TBWA Hakuhodo+Hakuhodo
Executive Creative Director, Creative Director, Planner: Kazoo Sato
Copywriters, Planners: Takahiro Hosoda, Nobuhiro Arai
Art Directors, Designers: Yo Kimura, Yuki Tokuno
Creative Technologist: Masashi Matsukura
Producer: Kaoru Otani
Assistant Producer: Fusae Yoshikawa
Public Relations: Kayoko Asano, Miwako Fujiwara

Production: Tokyo, mount inc., amana

Director: Eiji Tanigawa, Tokyo
Camera: Senzo Ueno, Tokyo
Lighting: Masachio Nishida
Art: Midoriko Nemoto, Taiyo Kikaku
Ice: Motoharu Kato, Yamane Ice
Sizzle: Noriko Saotome, Grand
Video Engenner: Satoshi Igarashi
Producer: Toshiyuki Takei, Tokyo
Assistant Producer: Masayoshi Takayanagi, Tokyo
Production Manager: Makoto Takahashi, Tokyo
Production Manager Assistant: Rintaro Kozasa, Taiyo Kikaku 
Offline Editor: Ryuichi Hasegawa (puzzle)
Online Editor: Akira Nishibu, Image Studio 109
Multi Audio: Yuta Sato, Image Studio 109
Sound Effects: Norio Kobayashi, ONPa

Executive Producer: Audioforce
Producer: Danic
Composer: Steve Sidwell

Planners: Im Jeong-ho, Takeshiro Umetsu, mount inc.
Planner, Art Director, Technical Director, Director: Hidekazu Hayashi, mount inc.
Directors: Hiroka Hasegawa, Hideki Yoshidatsu, mount inc.
HTML Coding: Hideki Yoshidatsu, mount inc.
3-D Computer Graphics: Takeo Saito, Mika Nariya, Fulvis K.K.
Production Manager: Ko Yoshida, mount inc.

Photographer: Keisuke Minoda, acube
Retoucher: Masahiko Furuta, Rizing
Photo Producer: Shinya Omi, Amana

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@nudd Tim Nudd is a former creative editor of Adweek.