The House Of Suntory: Tokyo Meets Madrid

The House Of Suntory makes a grand entrance through Madrid's iconic Puerta de Alcalá, draping it in Japanese nature and textiles in a mesmerizing display.

As part of the unveiling, The House Of Suntory has released a captivating spot titled "The Nature and Spirit of Japan," featuring Keanu Reeves and directed by Roman Coppola. This spot not only introduces the essence of Japanese whisky culture but also highlights its artisanal craftsmanship.

Blending Japanese Heritage with Madrid's Character

With over a century of history, The House Of Suntory reintroduces itself to the capital of Spain, bringing with it Hibiki, one of the most esteemed brands in its portfolio.

To blend its Japanese heritage with Madrid's character, the creative and activation strategy, spearheaded by Tangoº Agency, employs a digital illusion on the iconic Puerta de Alcalá, a landmark that traditionally welcomes visitors to the capital. The monument is entirely "covered" in a simulated action known as fake out of home. Through a blend of recorded imagery and AI-generated content, the monument is adorned with textiles featuring the brand's logo and a bottle of Hibiki, Suntory's renowned whisky. Completing the digital installation is a floral arrangement crafted with plant species emblematic of the Land of the Rising Sun, such as moss and Sakura trees.

A Warm Welcome to the Capital

Choosing the Puerta de Alcalá as the site for this grand return to the capital couldn't be more fitting. As one of the five gates granting access to the Villa de Madrid, this activation metaphorically extends a warm welcome to the city.

Tangoº, in collaboration with Yellow Brick Road, enlisted the support of seven prominent influencers—Tomás Laso, Iván Sánchez, Juan Avellaneda, Álvaro López Huerta, Jaime Astraín, Nacho Yanes, and Javier Ausin—to showcase this innovative campaign on social media platforms, amplifying its reach across digital channels.

Exploring Japanese Whisky Culture with Keanu Reeves

In addition to this groundbreaking activation, a 30-second spot titled "The Nature and Spirit of Japan," directed by Roman Coppola and featuring Keanu Reeves, further immerses viewers in the world of Japanese whisky culture. The video provides a glimpse into the intricate process of whisky production, including a visit by the esteemed actor to the Suntory distillery.

This collaboration between tradition and innovation not only celebrates the rich heritage of Japanese whisky but also pays homage to the vibrant spirit of Madrid, creating an unforgettable experience at the intersection of culture and creativity.