R Pride LGBTQ+ Campaign: Global Inclusion & Awareness
Drove creative direction and art direction for Rakuten's global R Pride campaign, promoting LGBTQ+ equality and inclusion
across multiple years.
This involved conceptualizing and managing diverse communication assets, including print materials, extensive social media content, and a high-impact video display at Shibuya Crossing.
The campaign successfully mobilized over 270,000 attendees in Pride events, significantly raising awareness and fostering understanding for the LGBTQ+ community both internally and externally across
Rakuten's global presence.
Drove creative direction and art direction for Rakuten's global R Pride campaign, promoting LGBTQ+ equality and inclusion
across multiple years.
This involved conceptualizing and managing diverse communication assets, including print materials, extensive social media content, and a high-impact video display at Shibuya Crossing.
The campaign successfully mobilized over 270,000 attendees in Pride events, significantly raising awareness and fostering understanding for the LGBTQ+ community both internally and externally across
Rakuten's global presence.
My Role & Contributions:
Creative Direction & Brand Storytelling:
I developed the creative concepts and art direction for the entire R Pride campaign, ensuring all materials were vibrant, respectful, and effectively communicated Rakuten's message of inclusion.
I developed the creative concepts and art direction for the entire R Pride campaign, ensuring all materials were vibrant, respectful, and effectively communicated Rakuten's message of inclusion.
Multi-Channel Content Development:
I oversaw the creation and deployment of diverse content
across various platforms:
I oversaw the creation and deployment of diverse content
across various platforms:
Global Event Activation & Management:
I played a key role in bringing the campaign to life at major Pride
events worldwide:
I played a key role in bringing the campaign to life at major Pride
events worldwide:
Tokyo Rainbow Pride: Coordinated Rakuten's significant presence, including employee participation in the parade (100+ to 150+ employees annually), interactive booths (featuring Rakuten Beauty and Rakuten Travel's inclusive efforts), photo booths, and seminars.
Taiwan Pride: Supported Rakuten Taiwan's participation in Asia's largest Pride celebration.
US & India Activations: Guided local teams in organizing events like Drag Trivia nights, fireside chats with LGBTQIA+ student support organizations (Point Foundation), and "Run with Pride" events, fostering community
and awareness.
and awareness.
Key Achievements & Impact:
Massive Participation:
Mobilized over 270,000 attendees in Tokyo Rainbow Pride and engaged thousands more globally through various events.
Mobilized over 270,000 attendees in Tokyo Rainbow Pride and engaged thousands more globally through various events.
Increased Awareness & Understanding:
Successfully used creative communications and events to raise awareness for LGBTQ+ equality and foster a more inclusive environment.
Successfully used creative communications and events to raise awareness for LGBTQ+ equality and foster a more inclusive environment.
Global Brand Reinforcement:
Positioned Rakuten as a leading advocate for diversity and inclusion, enhancing its reputation among employees, customers,
and the wider community.
Positioned Rakuten as a leading advocate for diversity and inclusion, enhancing its reputation among employees, customers,
and the wider community.
This project demonstrates my ability to lead creatively and manage complex, socially impactful campaigns on a global scale. It highlights my commitment to diversity, equity, and inclusion, and my skill in translating core values into engaging content and experiences that drive positive change and strengthen brand reputation.
