The Campaign

The idea of "365 FLOWERS" is 365 flower animations for every day of the year. Birth flowers are 366 (counting leap year) flowers that celebrate each day of the year. We created the ultimate birth flower online dictionary "365 FLOWERS." Users are greeted with pleasant music and animated birth flower characters. The accompanying scenery depicts the four seasons in Japan. Users may tap a flower to see its origin and meaning, share animations on social media and download them.

Creative Execution

To express the brand image of Green Label, we paid extra attention to feel-good textures and mood when creating the website. The character design and animations were all done by hand to create a warm impression on-screen. The biggest technical challenge with the main focus of this project --- the 366 birth flowers --- was to show their charm as a collective drama troupe, and simultaneously show individual flowers in a visually pleasing way. We invested half a year working with 40 animators to meticulously determine the frame rate and number of frames, colors of each animated character, and overall design of the website. Creative Process of Each Birth Flower: 1. Illustration (1 day) 2. Animation (3~5 days) 3. Rendering series of images (1 day) 4. Optimization of website data and programming (1 day)

Indication of how successful the outcome was in the market

Many people were able to experience the brand's image of "feel-good green" that includes nature and plants. The website also provided each user an opportunity to think about his/her own birthday and its meanings. The website received over 270,000 accesses, and 90% of the visitors were the target audience of females. The animations were downloaded over 140,000 times. Shares on social media exceeded 27,000. In addition to activities on the website, on multiple social media, many users exchanged the animations in celebration of one another's birthdays.