| Title | LIFE IS ELECTRIC |
| Brand | PANASONIC |
| Product / Service | PANASONIC |
| Entrant | DENTSU INC. Tokyo, JAPAN |
| Idea Creation | DENTSU INC. Tokyo, JAPAN |
| Idea Creation 2 | PEN. Tokyo, JAPAN |
| Idea Creation 3 | CREATIVE POWER UNIT Tokyo, JAPAN |
| Media | DENTSU INC. Tokyo, JAPAN |
| PR | DENTSU INC. Tokyo, JAPAN |
| Production | DENTSU INC. Tokyo, JAPAN |
| Production 2 | PEN. Tokyo, JAPAN |
| Production 3 | CREATIVE POWER UNIT Tokyo, JAPAN |
| Production 4 | TYO PRODUCTIONS Tokyo, JAPAN |
| Contributing | MASKMAN Tokyo, JAPAN |
| Contributing 2 | CAVIAR Tokyo, JAPAN |
| Contributing 3 | DENTSU ON DEMAND GRAPHIC Tokyo, JAPAN |
| Contributing 4 | ARTISAN Tokyo, JAPAN |
| Contributing 5 | FUMIHITO KATAMURA PHOTOGRAPH OFFICE Tokyo, JAPAN |
| Name | Company | Position |
|---|---|---|
| Daisuke Hatakeyama | Creative Power Unit | Art Director |
| Marina Danjo | DENTSU INC. | Copywriter |
| Shinya Tamura | Dentsu On Demand Graphic Inc. | Printing Director |
| Yuta Harasawa | TYO drive | Producer |
| Toru Sasaki | handsome tracks Inc. | Sound Producer |
| Takuya Demura | CAVIAR | Director |
| Fumihito Katamura | Fumihito Katamura Photograph Office | Photographer |
| Koji Wada | DENTSU INC. | Agency Producer |
| Scott Lehman | Lehman Ad | Copywriter |
| Yoshihiro Yagi | DENTSU INC. | Creative Director / Art Director |
| Haruko Tsutsui | DENTSU INC. | Copywriter |
| Hajime Yakushiji | DENTSU INC. | Planner |
| Taiji Kimura | PEN. Inc. | Art Director |
| Chihiro Kato | DENTSU INC. | Designer |
| Masashi Fujita | Creative Power Unit | Designer |
| Shunichi Takano | TYO drive | Executive Producer |
| BLEX BOLEX | Freelance | Illustrator |
| Yusuke Sakurai | ARTISAN Inc. | Technical Designer |
| Tatsuya Utsushikawa | AQUIRAX | Technical Designer |
| Hiroyuki Seino | SHIMAELE | Technical Designer |
| Yoshihisa Hagi | Freelance | Technical Designer |
| Eiji Kamomiya | Freelance | Technical Designer |
| Natsuko Kida | Bureau Kida SARL | Artist Agent |
| Maiko Fujiwara | TYO drive | Production manager |
| Kyosuke Fujita | DENTSU INC. | Account Executive |
| Nahoko Yokoyama | DENTSU INC. | Account Executive |
| Hiroki Nishigaya | Freelance | Gaffer |
| Keigo Nakanishi | MASKMAN Inc. | Web Director |
| Kentaro Otsuka | MASKMAN Inc. | Web Programmer |
| Daisuke Shimokawa | highlights Inc. | Web Designer |
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.
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.
The Life Is Electric project is changing the way people think by transforming electricity from something that is taken for granted into something cute, beautiful, and cool that individuals can relate to on a personal level. The project will be featured at the RiSuPia Panasonic Digital Network Museum and events at Panasonic showrooms throughout Japan to foster the growth of scientists of the future, and is being incorporated into programs on information design theory and design science at Kyoto Seika University and the Kyoto University of Art and Design. The one-of-a-kind batteries produced by the project are also being offered for sale on Amazon Japan at the same price as regular eneloop batteries, enabling the project's message to reach consumers throughout Japan.
We conducted a series of experiments to see if we could give an emotionally 'visible' form to the inherently invisible force of electricity. By transforming electricity into something cute, beautiful, and emotionally relevant, we successfully made the brand resonate with a category of consumers not served by other message channels.
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.