{"code":0,"data":[{"keyword":"LOTUS","content":"LOTUS ROOTS","is_link":false},{"keyword":"CATEGORY","content":"DIRECT LOTUS","is_link":false},{"keyword":"ENTRANT COMPANY","content":"HAKUHODO INC., TOKYO","is_link":false},{"keyword":"TITLE","content":"SAKURA SCAN","is_link":false},{"keyword":"BRAND","content":"HARE-KAZE","is_link":false},{"keyword":"ADVERTISER","content":"KIRIN BREWERY COMPANY, LIMITED","is_link":false},{"keyword":"AGENCY","content":"HAKUHODO INC., TOKYO\/HAKUHODO I-STUDIO INC., TOKYO\/HACHIGATSU.INC, TOKYO\/CATCH INC., TOKYO\/\r\nENOAD, TOKYO\/SP EXPERT’S INC., TOKYO","is_link":false},{"keyword":"CREATIVE DIRECTOR","content":"AKIHIRO FUKUBE\/NOBUHITO KAN\/TAKESHI OGASAHARA","is_link":false},{"keyword":"ART DIRECTOR","content":"TAKURO ENOMOTO","is_link":false},{"keyword":"ART DESIGNER","content":"YUTARO KAJIKAWA","is_link":false},{"keyword":"TECHNICAL DIRECTOR","content":"MITSURU KUBOTA","is_link":false},{"keyword":"PRODUCER","content":"TAKESHI YOSHIMURA\/KAZUHIRO ARIMA","is_link":false},{"keyword":"DESIGNER","content":"TAKAYASU SAGAWA","is_link":false},{"keyword":"ACCOUNT MANAGER","content":"HIRONORI FUJIWARA\/ATSUNOBU RYU\/KOSEI ARAKANE\/TAKUMI KISHI\/MAI YOKOI\/HATSUKI SEKIYA\/ENAKO MORI\/\r\nYUYA KAWAGOE\/KENGO YOSHIZAWA   ","is_link":false},{"keyword":"STRATEGIST","content":"AYANORI MITSUI","is_link":false},{"keyword":"PLANNER","content":"MEI SUGIYAMA","is_link":false},{"keyword":"PR AGENCY","content":"PLATINUM INC., TOKYO\/TRANSOM KNOT, INC., TOKYO","is_link":false},{"keyword":"PR DIRECTOR\/MEDIA RELATIONS","content":"RIKA HAYASHI","is_link":false},{"keyword":"PR MANAGER","content":"YUKINO ISHIKAWA","is_link":false},{"keyword":"PR PLANNER","content":"HIDEYUKI KOBAYASHI","is_link":false},{"keyword":"MEDIA RELATIONS","content":"TOMOKA IKEDA\/ERI NAKAZAWA\/NORIE NOMURA\/RYOSUKE UMEMURA\/AZUSA SUSAI\/MIYUKI OMORI","is_link":false},{"keyword":"FILM PRODUCTION COMPANY","content":"AOI PRO. INC., TOKYO","is_link":false},{"keyword":"DIRECTOR","content":"TOSHIMICHI SAITO","is_link":false},{"keyword":"VIDEOGRAPHER","content":"YURIE ARIJI\/JUNYA YAMAZAKI","is_link":false},{"keyword":"PRODUCER","content":"HIROYUKI YAMADA\/KEISUKE MIZUSAKO\/TAKU MIYAMOTO","is_link":false},{"keyword":"PRODUCTION MANAGER","content":"TADAHIKO MORIMOTO\/RINA TAKAHASHI","is_link":false},{"keyword":"POST-PRODUCTION COMPANY","content":"STUD CO.,LTD., TOKYO\/CUTBACK INC., TOKYO\/MERKMAL LTD., TOKYO\/FABRICA. INC., TOKYO\/SCAPES INC., TOKYO\/\r\nSUKIMA, TOKYO","is_link":false},{"keyword":"CHIEF PROJECT MANAGER","content":"YUKI MODEKI","is_link":false},{"keyword":"EDITOR","content":"MICHITOKI EBASHI\/TAKUYA OMURA\/HERVININGSIH ALINDA\/KEISUKE MAETA\/KOTA IJU","is_link":false},{"keyword":"DESIGNER","content":"YURI MOTOKI\/MAI HORIUCHI\/MIKU HITSUJI","is_link":false},{"keyword":"AI ENGINEER","content":"YUSUKE KAWAKAMI","is_link":false},{"keyword":"FRONT ENGINEER","content":"SHUDAI MATSUMOTO\/TSUKASA TOMIOKA\/HARUCHIKA ISOYA","is_link":false},{"keyword":"EXPERIENCE DIRECTOR","content":"DAISUKE NAKAMURA","is_link":false},{"keyword":"ART DIRECTOR","content":"TOSHIHIRO SEKIGUCHI","is_link":false},{"keyword":"ILLUSTRATOR","content":"YOSHIMI TAKAHASHI","is_link":false},{"keyword":"PRODUCER","content":"ATSUKO OKADA","is_link":false},{"keyword":"PROJECT MANAGER","content":"YUYA MURANO\/MINAMI MITSUYA\/RYO ASO","is_link":false},{"keyword":"CAMPAIGN SUMMARY","content":"The Cultural Objective: In Japan, \"Hanami\" (flower viewing) is a sacred spring ritual where millions gather under cherry blossom trees to drink beer. However, this tradition faces a \"Silent Crisis.\" Millions of \"Somei Yoshino\" trees planted post-war are dying due to aging and a critical lack of tree doctors. KIRIN HARE-KAZE aimed to save this endangered season by mobilizing the very people enjoying it.\r\n<br>\r\n<br>The Direct Idea: We transformed the ubiquitous item of Hanami—the beer can—into a direct response tool. \r\nSAKURA SCAN is a mobile experience that turns a beer can into a precision health-check tool for trees. By scanning a QR code on the can, users could instantly diagnose a tree's health using the physical can as a size reference marker for AI analysis.\r\n<br>\r\n<br>Execution & Impact: This mechanism hacked the cultural behavior of \"holding a beer under a tree,\" converting it into an act of data collection. We printed diagnostic codes on millions of cans, distributing them nationwide. \r\nThe campaign generated 190 million votes (total engagements), creating the world's first crowdsourced Sakura health database. This data was shared with all 1,741 municipalities, leading to immediate preservation actions in 94 cities. Commercially, the campaign drove 200 million cans in sales, making HARE-KAZE the #1 beer of the season. \r\nBy embedding a direct preservation function into the product, we turned consumers into guardians of their own culture.\r\n<br>","is_link":false},{"keyword":"CREATIVITY\/IDEA\/INSIGHT","content":"Cultural Insight: The beer can is an essential artifact of Hanami culture. While millions of Japanese people look up at the flowers, no one was looking at the dying trunks. We realized the solution to the expert shortage was already in \r\nthe hands of the revelers.\r\n<br>\r\n<br>The \"Lotus Roots\" Creativity: \"Turning the Icon of Consumption into a Tool for Preservation.\" We reinvented the beer can as a diagnostic instrument. The core creativity was the calibration logic: leveraging the standardized, known dimensions of a mass-produced beer can to act as a physical \"ruler\" for digital measurement. This \"Scan-to-Diagnose\" mechanic was a culturally native solution. It bridged the physical tradition of Hanami with digital utility, empowering untrained citizens to generate professional-grade environmental data simply by interacting with \r\nthe product they were already drinking.\r\n<br>","is_link":false},{"keyword":"STRATEGY","content":"Target & Perception: The target was the Japanese general public, specifically Gen Z, who are drifting from beer culture but value social contribution. The goal was to shift the brand perception from a \"commercial product\" to \r\na \"partner in cultural survival.\"\r\n<br>\r\n<br>Direct Strategy: Our strategy was \"1 Can = 1 Vote for Culture.\" We designed a direct response loop where every scan and purchase counted as a vote to save the season. We utilized the product packaging as the primary media channel. By placing the diagnostic tool on millions of cans, we turned retail shelves into recruitment centers for preservation. The strategy focused on friction-less engagement (WebAR, no app download) to ensure immediate participation from the Hanami site, directly linking the joy of drinking with the act of saving the trees.\r\n<br>","is_link":false},{"keyword":"EXECUTION","content":"Implementation: The campaign launched in sync with the \"Sakura Front\" (bloom forecast), moving northward across Japan. We distributed millions of diagnostic cans nationwide.\r\n<br>\r\n<br>The Direct Mechanism:\r\n<br>\r\n<br> 1. Call to Action: A QR code on the can invited users to \"Check the tree's health.\"\r\n<br> 2. Response (Measurement): Users placed the can against the tree. The mobile AI used the can's physical size to calculate trunk diameter and analyzed bark texture.\r\n<br> 3. Data Collection: The diagnosis was geo-tagged and uploaded to a central \"Sakura Health Database\" in real-time.\r\n<br> 4. Feedback: Users received an instant health score, reinforcing their contribution.\r\n<br>\r\n<br>This transformed every Hanami party into a data-collection event, solving the labor shortage through direct consumer action.\r\n<br>","is_link":false},{"keyword":"RESULT","content":"The campaign achieved massive direct response that saved local culture.\r\n<br>\r\n<br>Direct Engagement:\r\n<br>・Generated 190 million votes (total ecosystem engagements, including scans and purchases).\r\n<br>・Built the world's largest crowdsourced health database for cherry trees, covering areas experts couldn't reach.\r\n<br>\r\n<br>Cultural Preservation:\r\n<br>・Data was provided to 1,741 municipalities (100% coverage).\r\n<br>・94 local governments have already used this citizen-gathered data to begin surgical maintenance and replanting.\r\n<br>\r\n<br>Commercial Success:\r\n<br>・Drove over 200 million cans in sales.\r\n<br>・HARE-KAZE became the #1 selling beer of the season.\r\n<br>\r\n<br>We proved that a direct marketing mechanism can mobilize a nation to protect its most cherished tradition.\r\n<br>","is_link":false},{"keyword":"CULTURAL CONTEXT EXPLANATION","content":"The Ritual of Hanami: \"Hanami\" (flower viewing) is Japan's most important spring custom. Millions gather in parks to drink beer under cherry blossoms, celebrating the fleeting beauty of nature. It is a moment of shared national identity.\r\n<br>\r\n<br>The Silent Crisis: Most of Japan's cherry trees (Somei Yoshino) were planted during the post-war reconstruction (1950s-60s). They are now aging and dying simultaneously. However, depopulation and budget cuts mean municipalities lack the tree doctors needed to inspect them.\r\n<br>\r\n<br>The Brand's Role: Beer is the \"fuel\" of Hanami. KIRIN, a heritage brand, stepped in to save the \"venue\" (the trees). \r\nBy turning the beer can into a diagnostic tool, we hacked the cultural ritual to save it, ensuring Hanami continues for future generations.\r\n<br>","is_link":false},{"keyword":"URL 1","content":"https:\/\/harekaze.kirin.co.jp\/report\/2025\/","is_link":true},{"keyword":"URL 2","content":"https:\/\/harekaze.kirin.co.jp\/sakura_camera\/","is_link":true}],"files2":[{"name":"LRDM_003.mp4","type":"mp4"},{"name":"LRDM_003_DI01L.jpg","type":"jpg"}],"count":2}