Creative Execution

People around the world can join the CSR activity only visiting our website offering a one-stop service: to create a design with an application, to check it by real-time rendering, and to submit it instantly. The website provides archives of submitted designs and enables visitors to vote for their preferred ones. The 111 designs were selected by the popularity poll to make real shades. As a result of trial and error, laser-cutting exquisitely reproduced beautiful fineness of each design into the plate attached to real shades. The shades with solar lanterns were donated to villages in non-electrified regions.

The website has gathered tens of thousands of visitors from 140 countries and regions, resulting in flows of hundreds of designs. 111 “TEMA” lanterns, designed shades with solar lanterns, were donated to non-electrified villages. Our Facebook page have reached 3 million people, and over 50 articles on information, design, or CSR websites (including TrendHunter.com, designboom.com, Inhadbitat.com, etc.) 35 million. We have created global inflows into this CSR activity and pipelines between senders and recipients to communicate together by “TEMA” lanterns, not mere bright, but sincere warm lights, with the help of powers of design, social network, and advanced technologies.

About 1.3 billion in the world live without access to electricity, suffering from social problems. Panasonic has donated solar lanterns to non-electrified regions, but people pay little attention to such CSR activities, taking them for granted. How can we make such a CSR activity into something new with significance and value? We considered solar lanterns not an object but containers that deliver feeling and emotion, leading to an idea people can put their emotion by making designs of shades attachable to lanterns. People participated in the CSR activity by not doing only one-click, but pouring “TEMA” like when hand-knitting someone a muffler. “TEMA” is like feelings and emotion that come with putting in the time and effort to make something for someone else. We aimed at generating surprise and impressions among people not only who joined the design submission and received “TEMA” lanterns, but who just looked at shade designs.