The Japan Philharmonic Orchestra and I&S BBDO Tokyo have won a Gold Design Lion at Cannes International Festival for the Japan Pill Harmonic campaign. The project, designed to engage more people in classical music, involved prescribing classical music as alternative medicine. Classical music data was placed in 20 mini 3D cards appearing to be drug prescription envelopes. For beautiful skin, take Vivaldi’s Four Seasons Spring. For Sleep, take Mahler’s No 10 Symphony. For constipation, take Brahms’ Symphony No. 1 The First Movement. Orchestra members themselves went to pharmacies to provide classical music prescriptions.
The Pill Harmonic campaign was developed at I/S BBDO by executive creative director Yoshihisa Ogata, creative director Shinichi Ikeda, art director/designer Kenichiro Shigetomi, producer Rika Yamada, copywriter/producer Tatsuya Shimazaki, producer Hirohide Sudo, planners Tatsuro Kumaki, Yukina Oshibe, Toshiharu Takahashi, Rina Tanaka, Kenta Takagi and Mio Imai, account manager Haruhiko Ito.