HOUSE OF SUNTORY X BARCLAYS CENTRE
BRINGING HOUSE OF SUNTORY’S BARCLAYS CENTRE sponsorship TO LIFE THROUGH A SUITE OF DIGITAL ASSETS
House of Suntory have teamed up with the Barclays Centre in New York for a Brooklyn Nets partnership. The Barclay’s Centre is a lively hotspot in Brooklyn that hosts an array of music and sporting events such as the NBA. Our task was to create a range of digital assets that brought the House of Suntory key visual to life throughout the arena and generate stand out visibility for the Japanese portfolio.
Design | Treatment Style | Animation | Production Management
THE CHALLENGE
There was a task in creating assets that would stand out in a large space alongside multiple other brand partners. While House of Suntory is a very desirable and premium brand, part of its appeal is it’s sleek, minimalist, Japanese aesthetic, which stood the risk of being drowned out by louder brands with bolder displays. We needed to ensure we stayed close to the subtilty and elegance of the brand world, while creating engaging and eye-catching assets.
THE INSIGHT
A partnership with the Brooklyn Nets at the Barclay’s Arena enables The House of Suntory to have optimal and mass visibility to hundreds of thousands of sports fan. In conjunction with on-site sampling both pre and during halftimes, this continues to support the brand in establishing House of Suntory as the No.1 selling Japanese whisky in the US.
VENUE VISIBILITY
THE APPROACH
Working closely with our design team and production partner, we ensured the House of Suntory’s existing key visuals and subtle and refined brand pillars were leveraged to highlight each brands’ stylish bottles as key selling points for the brand.
We used elegant animation and movement to capture the attention of on-lookers and create stand out in amongst a sea of brand advertising and a busy courtside atmosphere. Light colours on a digital backdrop do not often display well on TV screens so we muted the contrast to avoid that ‘blown out’ effect and developed some simple black background options for the banners directly featuring courtside. This allowed the bottles and branding to stand out and catch the eye!
THE WONDER
Just in time for the NBA season, House of Suntory launched their new partnership with the Brooklyn Nets at the Barclay’s Arena, with impactful digital banners popping up at all corners – from the building entrance through to courtside. These assets played a key role in supporting the brand with invaluable visibility across the US (and the world) and drive trial within the arena and in on & off premise.