In Japan, summer is generally a period in which sales and consumer interest in candy products stagnate, so the brand needed to come up with a way to boost interest during this period. The objective was to design a promotion that generated interest in HALLS during the hot summer season, while also expressing the brand’s concept of “Take a cool breath” in an impactful way.

Bringing together Japan’s summer tradition of wind chimes with the brand’s global character, the polar bear, we created the “polar bear wind chime”. The chimes served as advertising for the brand, while also delivering “cool refreshment,” just like the product does. As Maebashi City was known for being one of the hottest places in Japan during summer, the train cars of the city’s local Jomo Railway was decorated with the chimes and turned into a “wind chime train,” so that both the chimes and the trains themselves served to bring a new kind of “cool refreshment” to the local residents. The chimes were handcrafted by the master wind chime maker, one of only two craftsmen in Japan still making Edo glass wind chimes today. The master blew each glass with breath coolly refreshed by HALLS. In this way, each piece of HALLS candy was transformed into a beautiful wind chime.

Bringing together Japan’s summer tradition of wind chimes with the brand’s global character, the polar bear, we created the “polar bear wind chime”. The chimes served as advertising for the brand, while also delivering “cool refreshment,” just like the product does. As Maebashi City was known for being one of the hottest places in Japan during summer, the train cars of the city’s local Jomo Railway was decorated with the chimes and turned into a “wind chime train,” so that both the chimes and the trains themselves served to bring a new kind of “cool refreshment” to the local residents. The chimes were handcrafted by the master wind chime maker, one of only two craftsmen in Japan still making Edo glass wind chimes today. The master blew each glass with breath coolly refreshed by HALLS. In this way, each piece of HALLS candy was transformed into a beautiful wind chime.