Panasonic: Life is Electric

Credits & Description:

Title: Life Is Electric
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
Technical Designer: Eiji Kamomiya (None)
Copywriter: Marina Danjo (Dentsu Inc.)
Printing Director: Shinya Tamura (Dentsu On Demand Graphic Inc.)
Technical Designer: Tatsuya Utsushikawa (Aquirax)
Creative Director / Art Director: Yoshihiro Yagi (Dentsu Inc.)
Producer: Yuta Harasawa (Tyo Drive)
Technical Designer: Hagi Yoshihisa (None)
Technical Designer: Hiroyuki Seino (Shimaele)
Agency Producer: Koji Wada (Dentsu Inc.)
Account Executive: Nahoko Yokoyama (Dentsu Inc.)
Executive Producer: Shunichi Takano (Tyo Drive)
Art Director: Taiji Kimura (Pen.Inc.)
Web Designer: Daisuke Shimokawa (Highlights Inc.)
Copywriter: Haruko Tsutsui (Dentsu Inc.)
Production Manager: Maiko Fujiwara (Tyo Drive)
Sound Producer: Toru Sasaki (Handsome Tracks Inc.)
Gaffer: Hiroki Nishigaya (None)
Web Director: Keigo Nakanishi (Maskman Inc.)
Illustrator: Blexbolex (Blexbolex)
Designer: Chihiro Kato (Dentsu Inc.)
Art Director: Daisuke Hatakeyama (Creative Power Unit)
Photographer: Fumihito Katamura (Fumihito Katamura Photograph Office)
Account Executive: Kyosuke Fujita (Dentsu Inc.)
Designer: Masashi Fujita (Creative Power Unit)
Artist Agent: Natsuko Kida (Bureau Kida Sarl)
Director: Takuya Demura (Caviar)
Strategic Planner: Hajime Yakushiji (Dentsu Inc.)
Web Programmer: Kenjiro Otsuka (Maskman Inc.)
Copywriter: Scott Lehman (Lehman Ad)
Technical Designer: Yusuke Sakurai (Artisan Inc.)
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.
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.
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.
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.