The House of Suntory just debuted Hibiki Whisky’s
first global campaign: “The Masterpiece of Japanese Artistry.”
The 30-second ad spotlights key elements of
Japanese culture via whisky, such as a love of nature and contemporary artistry. "We do not simply create whisky, we compose it," explains the voiceover.
Emmy-winning actress Anna Sawai
("Shgun") makes her debut as Hibiki’s first global ambassador, which collaborated with Chiso, one of Japan's oldest kimono houses. Renowned washi paper artist Eriko Horiki has handcrafted the
washi labels adorning every Hibiki bottle since 1989.
Maison BETC is responsible for the hypnotic creative, which illustrates the importance of time in craft. Articulate handled media. The
three ads are available on The House of Suntory's YouTube channel. Two three-minute spots include "The Art of Washi" and "The Art of Kimono."
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The campaign will run throughout 2026 and includes a kimono installation at John F. Kennedy Airport in New York,
timed to the opening of the new terminal this year. Campaign content will also launch across various markets, including the U.S., the U.K., France, Italy, Germany, Northern Europe, China, Australia,
Singapore, Taiwan, South Korea, Spain, India, Canada, Brazil and Mexico.
The luxury-focused agency is based in New York, Paris and Shanghai. Clients have included Dom Perignon, Prada and Van
Cleef & Arpels.