| Title | LIFE IS ELECTRIC |
| Brand | PANASONIC |
| Product / Service | PANASONIC |
| Category | B04. Posters |
| 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 |
|---|---|---|
| Haruko Tsutsui | DENTSU INC. | Copywriter |
| Daisuke Hatakeyama | Creative Power Unit | Art Director |
| Marina Danjo | DENTSU INC. | Copywriter |
| Shinya Tamura | Dentsu On Demand Graphic Inc. | Printing Director |
| Koji Wada | DENTSU INC. | Agency Producer |
| Scott Lehman | Lehman Ad | Copywriter |
| Chihiro Kato | DENTSU INC. | Designer |
| Yoshihiro Yagi | DENTSU INC. | Creative Director / Art Director |
| Taiji Kimura | PEN. Inc. | Art Director |
| Masashi Fujita | Creative Power Unit | Designer |
| BLEX BOLEX | Freelance | Illustrator |
| Natsuko Kida | Bureau Kida SARL | Artist Agent |
| Kyosuke Fujita | Kyosuke Fujita DENTSU INC. | Account Executive |
| Nahoko Yokoyama | DENTSU INC. | Account Executive |
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.
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.