
LUX SAKURA DREAM - UNILEVER x GOOGLE, JAPAN (2016)
When I first joined the ZOO team in Japan, we had never launched a project. I set up a framework designed to focus our efforts on doing projects that had Google technology at their core, meaningfully delivered on client partner metrics, and greatly emphasized the importance of tech projects being used to do good in the world, finding the overlap between innovation and creating culturally impactful work. This framework led to our first project in partnership with Lux, Japan's most popular shampoo brand, to launch their inaugural seasonal variant for 'Sakura' - Cherry Blossom, in Japan.

In 2016, Google Street View had just released its depth API, allowing objects to be placed with perspective as overlays within the platform. We created a mobile and desktop experience where users could plant virtual cherry blossom trees anywhere in the world, spreading the beauty of Sakura to promote Lux'sLimited Edition Sakura Dream variant.
March 2016 also marked the five year anniversary of the 2011 tsunami in Tohoku. Planting virtual cherry blossom trees inspired us, so we convinced Unilever to bring Sakura Dream to life, in a place that needed it the most. We partnered with local government and NGO Sakura line 311, and took 10yen from every bottle of Lux sold and bought hundreds of real Sakura trees, and started planting them along an invisible line 170km long that marks the furthest point inland the devastating tsunami reached. The Sakura Dream Project acts as a memorial to the past, and a marker for the future. We are still partnering with Sakura Line 311 today, donating to the cause, and volunteering our time to help plant trees in and around the Tohoku region. The project was extremely humbling and emotional to be a part of, remains very close to my heart, and is one of my proudest achievements of my time in Japan.

My Role: Concept Origination, Creative Direction, Technical Direction, End-to-end Client and Production Management
Partners: Unilever Japan, JWT APAC, jam3, Google Japan, Sakura Line 311
Results: 250M Impressions and 700K users in the first 3 months. 500K bottles of Lux Luminique 'Sakura Dream' sold in the first week, exceeding sales targets by 960%. The project is still active 5 years later with Unilever donating 10JPY from every bottle sold to Sakura Line 311