Cannes Lions

DNA Glass

DENTSU INC., Tokyo / SUNTORY HOLDINGS LIMITED / 2017

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Overview

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Credits

OVERVIEW

Description

Through our research and study, we found out that genes define the way people enjoy beer.

Having that knowledge, we created an original algorithm that generates the best beer glass design for each individual, according to one’s DNA data. The glass design is then materialized using 3D printing technology.

DNA Glass is the one and only beer glass for each human being to discover the “ultimate beer”.

Execution

We created an original algorithm that generates the best beer glass for each individual, according to his or her DNA data.

First, we retrieved and analyzed DNA from saliva.

Next, genetic information being incorporated to the algorithm, a unique beer glass design was generated. For example, for people with high alcohol tolerance, the design incorporated a larger capacity. For people with low sensitivity to malt aroma, a narrower top diameter to condense the scent. For people with high sensitivity to hops bitterness, a thicker rim to enjoy the mellow taste. In addition, personality traits, preferences and other genetic codes are analyzed for the ultimate design.

These glass designs were then materialized thanks to 3D printing technology, which makes tailored production possible.

Outcome

This project received great media coverage globally, with lots of online discussion praising its innovative and unique concept. DNA Glass is currently patent pending, with commercialization expected to follow. We are also advancing the idea to products other than beer glass, such as perfume.

DNA GLASS showed the world that DNA is closely related to our normal daily life, not just to labs and hospitals. This invention might be the “mother” of DNA innovations for man's real needs - to enjoy the ultimate beer!

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