LIFE IS ELECTRIC

Short List
TitleLIFE IS ELECTRIC
BrandPANASONIC
Product / ServicePANASONIC
CategoryB01. Publications & Brand Collateral
EntrantDENTSU 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

Credits

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
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

The Campaign

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.

Creative 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.

Indication of how successful the outcome was in the market

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.

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.