{"code":0,"data":[{"keyword":"SUB CATEGORY","content":"INNOVATION IN LOCAL CULTURE APPLICATION","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 Challenge: In Japan, \"Hanami\" (flower viewing) is more than a seasonal event; it is a centuries-old tradition where people gather under cherry blossom trees to drink and celebrate. However, this culture faces\r\na \"Silent Crisis.\" Millions of trees planted post-war are dying due to aging and a severe shortage of tree doctors. Without intervention, the very canopy that shelters this tradition will disappear.\r\n<br>\r\n<br>The Innovation: We developed SAKURA SCAN, a mobile innovation that hacked the Hanami ritual itself.\r\nWe transformed the item most ubiquitous to this tradition—the beer can—into a tree-saving device. By scanning\r\na diagnostic QR code on KIRIN HARE-KAZE cans, people could use the physical can as a size reference marker for their smartphone cameras to measure trunk diameter, while AI analyzed bark texture to diagnose health.\r\n<br>\r\n<br>Impact on Culture: This innovation democratized the specialized skill of tree preservation. It turned a passive moment of consumption into an active contribution to culture. The initiative generated 190 million votes (total engagements), creating a massive, crowdsourced health database. This data was shared with all 1,741 municipalities nationwide, enabling 94 local governments to begin precision treatment. By integrating technology into a traditional practice,\r\nwe not only saved the trees but also revitalized the beer brand, driving 200 million cans in sales and making HARE-KAZE the #1 beer of the season.\r\n<br>","is_link":false},{"keyword":"CREATIVITY\/IDEA\/INSIGHT","content":"Cultural Insight: Hanami is a unique Japanese custom where the \"bar\" is outdoors, under the trees. The beer can is\r\nan essential artifact of this culture. However, while millions look up at the flowers, no one was looking at the dying trunks. The insight was that the solution to saving the trees was already in the hands of the people enjoying them.\r\n<br>\r\n<br>The Innovative Idea: \"Turning the Icon of Consumption into a Tool for Preservation.\" We reinvented the beer can as\r\na diagnostic medical tool for nature. The creativity lies in the calibration logic: leveraging the standardized, known dimensions of a mass-produced beer can to act as a physical \"ruler\" for digital measurement. This bridged\r\nthe physical world of Hanami with the digital power of AI analysis, allowing untrained citizens to perform professional-grade environmental surveys simply by participating in their favorite cultural pastime.","is_link":false},{"keyword":"STRATEGY","content":"The Opportunity: Local governments lack the budget and manpower to inspect Japan's millions of cherry trees.\r\nThe opportunity for innovation was to mobilize the 100+ million people who participate in Hanami annually as a massive volunteer workforce.\r\n<br>\r\n<br>Strategy for Cultural Relevance: Our strategy was \"Culture-Positive Consumption.\" We targeted Gen Z and the general public, who value social contribution but feel alienated from traditional beer culture. By embedding the preservation tool directly into the product packaging (QR code), we removed friction. We positioned the act of drinking HARE-KAZE not just as leisure, but as a \"vote\" for the future of Hanami. This strategic alignment ensured that preserving\r\nthe culture (trees) and consuming the product (beer) became synonymous, creating a sustainable loop where\r\nthe tradition literally funds its own survival.\r\n<br>","is_link":false},{"keyword":"EXECUTION","content":"Implementation within Tradition: The campaign was executed in sync with the \"Sakura Front\" (bloom forecast), moving northward across Japan, embedding the innovation into the timing of the tradition itself.\r\n<br>\r\n<br>Solving the Local Issue: We distributed millions of diagnostic cans nationwide. The user experience was designed to be intuitive for anyone:\r\n<br>\r\n<br> 1. Scan: No app download needed (WebAR).\r\n<br> 2. Measure: Place the can against the tree. The mobile AI uses the can's size to calculate the trunk diameter.\r\n<br> 3. Diagnose: The AI evaluates bark and density to determine health.\r\n<br> 4. Save: Data is uploaded to a real-time map (\"Sakura Health Database\") and shared with local governments.\r\n<br>\r\n<br>This turned every Hanami party into a site of environmental protection, effectively solving the shortage of experts by empowering the community.\r\n<br>","is_link":false},{"keyword":"RESULT","content":"The innovation succeeded in protecting local culture through tangible action.\r\n<br>Cultural Preservation:\r\n<br>・Scale: Generated 190 million votes (total engagements), creating the most comprehensive health record of cherry trees in history.\r\n<br>・Action: Data was shared with 1,741 municipalities (100% coverage). Based on this, 94 local governments have already commenced surgical maintenance and replanting, directly saving the trees that define the Japanese landscape.\r\n<br>\r\n<br>Business Impact:\r\n<br>・Sales: The campaign drove over 200 million cans in sales.\r\n<br>・Rank: HARE-KAZE became the #1 selling beer of the season.\r\n<br>By innovating the application of local culture, we proved that a brand can be both a market leader and a guardian of tradition.\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":"IN07_004.mp4","type":"mp4"},{"name":"IN07_004_DI01L.jpg","type":"jpg"}],"count":2}