| Title | ECLIPSE LIVE FROM FUJIYAMA |
| Brand | PANASONIC |
| Product / Service | SOLAR ENERGY SOLUTIONS |
| Category | A06. Best Use of Special Events And Stunt/Live Advertising |
| Entrant | DENTSU Tokyo, JAPAN |
| Entrant Company: | DENTSU Tokyo, JAPAN |
| Advertising Agency: | DENTSU Tokyo, JAPAN |
| 2nd Advertising Agency: | PROJECTOR Tokyo, JAPAN |
| Name | Company | Position |
|---|---|---|
| Reietsu Hashimoto/Daima Kawamura | Dentsu/Projector | Creative Director |
| Reietsu Hashimoto | Dentsu | Copywriter |
| Yu-ki Sakurai | Metamosphere | Art Director/Designer |
| Yoshikazu Nagashima | Dentsu | Agency Producer/Planner |
| Masahiro Higashi | Dentsu | Account Supervisor |
| Keita Kado/Gen Ishizawa | Dentsu | Account Manager |
| Yasunori Shioda/Kota Sakuraba/Naganobu Asano | AOI Pro./Crouka | Production Producer |
| Chiaki Shimizu/Hideka Suzuki/Junya Tsutsumi/Kazuya Kamaki | AOI Pro./Crouka | Production Management |
| Shingo Hiraoka, Mizuki Nakamura | Dentsu | Planning Supervisor |
| Ryuichi Shimokawa/Masayoshi Sekine | Photographer | |
| Kei Ohta | AOI Pro. | Film Director |
| Harumi Tokita/Mitsuharu Tanida/Kosuke Hiramatsu/Takeshi Hosokawa/Atsushi Shiozaw | EAT/TAKENAKA/University of Tsukuba/Ustream Asia | Sound |
| Minoru Sako | Flash Developer | |
| Yutaka Fukuoka | Sound | |
| Hisao Tsugita | Panasonic Corporation | Client Supervisor |
The live broadcasting had successfully reported the annular solar eclipse with only the solar energy. It was conducted on a website that attracted approximately 500,000 people in 75 countries around the world. Not only did all of the TV networks in Japan covered Panasonic's activities, but so did overseas media such as Reuters and CNN, creating a an advertising revenue equivalent to over 1 billion yen. Furthermore, thanks to the results that far exceeded the initial expectation and positioned itself apart from the rest with this event that no other had tried, the solar energy system used for this event is scheduled to be implemented for campaign series "Filming the sun, using the sun."
To appeal Panasonic's solar energy solutions, a leading company in Japan, the annular solar eclipse to occur mainly on the Japanese archipelago for the first time in hundred years was live broadcasted from the summit of Japan's symbol Mt. Fuji, using only solar energy. Preparations for the live broadcasting included microsite, mobile site, SNS, and making public calls for staff members to work on Mt. Fuji during the actual live broadcasting. A week before the eclipse, the base camp for the solar energy system was established at the 5th station on Mt. Fuji, which would create all of the energy necessary for the broadcasting. The day before the eclipse, a climbing expedition carried the batteries charged with solar energy and broadcasting equipment from the 5th station to the summit. The live broadcasting of the eclipse was conducted entirely with solar energy.
Panasonic, a company representative of Japan, faced its highest deficit to date in 2012. It aims to raise awareness of "solar energy solutions"---the key to its revival---in Japan as well as globally. (This is a shift in Panasonic's brand image as a household electronics manufacturer to solar energy generator.) To achieve this goal, the plan was to focus on the annular solar eclipse to occur mainly on the Japanese archipelago for the first time in 25 years. Specifically, using only solar energy to conduct live broadcasting from the summit of Japan's symbol, Mt. Fuji. Moreoever, the intention of this event is to appeal to the world the solutions that Panasonic has developed with its solar energy system.