{"code":0,"data":[{"keyword":"LOTUS","content":"LOTUS ROOTS","is_link":false},{"keyword":"CATEGORY","content":"SUSTAINABLE 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":"Objective & Sustainability Challenge: In Japan, \"Hanami\" (cherry blossom viewing) is a centuries-old cultural pillar. However, the ecosystem supporting this tradition is collapsing. Millions of \"Somei Yoshino\" trees planted post-war are dying due to aging and a lack of experts. The objective was to create a sustainable preservation infrastructure to save this endangered season, ensuring the tradition survives for future generations.\r\n<br>\r\n<br>Idea & Creativity: We introduced SAKURA SCAN, a mobile innovation that democratized environmental diagnosis.\r\nWe transformed the KIRIN HARE-KAZE beer can—a staple of Hanami—into a precision tool. By scanning a QR code, citizens could use the can as a physical reference marker to measure trunk diameter and diagnose tree health via AI.\r\n<br>\r\n<br>Strategy for Transformation: We shifted the burden of sustainability from \"government reliance\" to \"civic participation.\" By turning consumption (buying beer) into contribution (voting for culture), we built a self-sustaining ecosystem where economic activity directly funds environmental protection.\r\n<br>\r\n<br>Impact: This initiative generated 190 million votes (total engagements), creating the world's first massive, crowdsourced health database for cherry trees. This data was shared with all 1,741 municipalities, enabling 94 local governments to begin precision treatment and replanting. Commercially, it drove 200 million cans in sales, making HARE-KAZE the #1 beer. We proved that brand creativity can be an invaluable resource in achieving social and environmental sustainability, turning a product into a guardian of national culture.\r\n<br>","is_link":false},{"keyword":"CREATIVITY\/IDEA\/INSIGHT","content":"Insight: The sustainability of Hanami was threatened by a structural deficit: Japan lacks the budget and tree doctors to inspect millions of aging trees. However, millions of people gather under these trees every spring. We realized \r\nthe solution to this labor shortage was already present: the people themselves.\r\n<br>\r\n<br>The Creative Idea: \"Democratizing Tree Doctoring via a Beer Can.\" We reinvented the beer can as a diagnostic instrument. The core creativity was the calibration logic: using the can's standardized dimensions as a physical \"ruler\" for digital measurement. This allowed untrained citizens to perform professional-grade environmental surveys simply by interacting with the product. This idea transformed the \"Hanami\" ritual. It added a layer of active stewardship to the passive enjoyment of nature, empowering every participant to become a guardian of their own cultural heritage without needing specialized equipment or app downloads.\r\n<br>","is_link":false},{"keyword":"STRATEGY","content":"Sustainable Strategy: Our strategy was to build a \"Crowdsourced Preservation Infrastructure\" that creates positive impact on the physical environment without relying solely on tax revenue. We targeted the general public, especially Gen Z, aligning the brand's commercial goal (selling beer) with the public's desire to protect nature.\r\n<br>\r\n<br>Target Goal & Planning: The goal was to diagnose trees that experts couldn't reach. We integrated the tool into \r\nthe product packaging to lower the barrier to entry. By visualizing the collective impact as \"votes,\" we gamified sustainability. This strategy turned the beer can into a medium for environmental education and action, creating \r\na scalable model where cultural consumption fuels ecological regeneration.\r\n<br>","is_link":false},{"keyword":"EXECUTION","content":"Implementation for Positive Impact: The campaign launched in sync with the \"Sakura Front\" (bloom forecast), embedding sustainability into the cultural calendar. We distributed millions of diagnostic cans nationwide.\r\n<br>\r\n<br>The Sustainable Cycle:\r\n<br> 1. Diagnosis: Users scanned the can against trees. The mobile AI measured trunk diameter and analyzed bark health.\r\n<br> 2. Data Collection: This data was geotagged and uploaded to a central \"Sakura Health Database\" in real-time.\r\n<br> 3. Action: The database was officially provided to 1,741 municipalities (100% coverage).\r\n<br> 4. Regeneration: Based on this data, local governments prioritized resources for surgical maintenance and replanting saplings in critical areas.\r\n<br>\r\n<br>This execution effectively strived for sustainable goals by replacing a scarcity of experts with the abundance of community participation.\r\n<br>","is_link":false},{"keyword":"RESULT","content":"The campaign successfully achieved social, environmental, and economic sustainability.\r\n<br>\r\n<br>Environmental & Social Impact:\r\n<br>・Scale: Generated 190 million votes (total engagements), creating the largest-ever health record for Japan’s cherry trees.\r\n<br>・Action: Data was utilized by 94 municipalities to commence physical preservation work, including soil improvement and replanting for the next generation.\r\n<br>\r\n<br>Economic Sustainability:\r\n<br>・Sales: The campaign drove over 200 million cans in sales.\r\n<br>・Perception: HARE-KAZE became the #1 selling beer of the season, proving that brands can drive profit by solving deep-rooted societal problems.\r\n<br>\r\n<br>We successfully turned a seasonal promotion into a lasting preservation system for Japanese culture.\r\n<br>","is_link":false},{"keyword":"CULTURAL CONTEXT EXPLANATION","content":"The Importance of Hanami: \"Hanami\" (flower viewing) is Japan's most cherished spring tradition. It is a moment of shared national identity where millions gather under cherry trees to drink and celebrate the fleeting beauty of nature.\r\n<br>\r\n<br>The Crisis: The majority of Japan's cherry trees (Somei Yoshino) were planted during the post-war reconstruction era (1950s-60s). They have a lifespan of about 60 years and are now dying simultaneously due to aging and disease. With depopulation shrinking municipal budgets, there are not enough tree doctors to save them.\r\n<br>\r\n<br>Cultural Relevance: Beer is the essential companion to Hanami. By turning the beer can into a tool to save the trees, KIRIN respected the local custom while innovating it. We enabled the tradition to save itself, ensuring that the cultural practice of Hanami can continue 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":"LRST_003.mp4","type":"mp4"},{"name":"LRST_003_DI01L.jpg","type":"jpg"}],"count":2}