Panasonic: Life Is Electric, 2

Credits & Description:

Agency: Dentsu Inc
Brand: Panasonic
Country: Japan
Advertising Agency: Dentsu Inc, Tokyo
Entrant Company: Dentsu Inc, Tokyo
Media Agency: Dentsu Inc, Tokyo
Pr Agency: Dentsu Inc, Tokyo
Production Company: Tyo, Tokyo
Additional Company: Artisan, Tokyo
Design Agency: Artisan, Tokyo
Illustrator: Blexbolex (Blexbolex)
Technical Designer: Hagi Yoshihisa (None)
Technical Designer: Hiroyuki Seino (Shimaele)
Copywriter: Haruko Tsutsui (Dentsu Inc.)
Account Executive: Kyosuke Fujita (Dentsu Inc.)
Account Executive: Nahoko Yokoyama (Dentsu Inc.)
Gaffer: Hiroki Nishigaya (None)
Production Manager: Maiko Fujiwara (Tyo Drive)
Art Director: Taiji Kimura (Pen.Inc.)
Creative Director / Art Director: Yoshihiro Yagi (Dentsu Inc.)
Designer: Chihiro Kato (Dentsu Inc.)
Photographer: Fumihito Katamura (Fumihito Katamura Photograph Office)
Strategic Planner: Hajime Yakushiji (Dentsu Inc.)
Artist Agent: Natsuko Kida (Bureau Kida Sarl)
Printing Director: Shinya Tamura (Dentsu On Demand Graphic Inc.)
Executive Producer: Shunichi Takano (Tyo Drive)
Director: Takuya Demura (Caviar)
Technical Designer: Eiji Kamomiya (None)
Copywriter: Scott Lehman (Lehman Ad)
Producer: Yuta Harasawa (Tyo Drive)
Art Director: Daisuke Hatakeyama (Creative Power Unit)
Agency Producer: Koji Wada (Dentsu Inc.)
Copywriter: Marina Danjo (Dentsu Inc.)
Designer: Masashi Fujita (Creative Power Unit)
Technical Designer: Tatsuya Utsushikawa (Aquirax)
Technical Designer: Yusuke Sakurai (Artisan Inc.)
Execution:
We created 21 custom-designed, illustrated packages for the batteries, as well as movies and a booklet showing how they were charged. The project was also featured in TV commercials and a special website. In addition, exhibitions and online sales (via Amazon) enabled consumers to actually touch and own the products created during the project.
Synopsis:
In Japan, electricity is so much a part of life that it is often taken for granted. In April 2016, however, the Japanese retail electricity market was deregulated, enabling consumers to choose their electricity provider for the first time. With public interest in electricity running high, Panasonic wanted to use its position as a leading manufacturer of electronics, housing, communication, and energy products to begin a conversation with consumers about the real value of electricity.
Strategy:
As an electronics manufacturer, Panasonic wanted to reach out and encourage consumers to think about the real value of electricity. To achieve this goal, we employed a strategy that combined exposure via TV commercials and a dedicated website with exhibitions and online sales (via Amazon) of products created during the project. By offering consumers cute, beautiful, and cool products they can hold in their hands, we created a direct pathway to a new way of thinking about electricity.
Outcome:
We changed the way people think about electricity by transforming it from an invisible force that is taken for granted into something that people relate to as cute, beautiful, or cool.
Campaign Description:
We conducted an experiment in which we charged 21 eneloop batteries with energy created in daily life. We captured Cuddly Hamster Power from hamsters running on exercise wheels, and Cheerful Pom-Pom Power from energetic cheerleaders shaking their pom-poms, 21 different kinds in all.