LIFE IS ELECTRIC

Short List
TitleLIFE IS ELECTRIC
ClientPANASONIC
Product/ServicePANASONIC
CategoryA07. Overall Aesthetic Design
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

The Campaign

In Japan, electricity is so much a part of life that it is often taken for granted. In April 2016, however, the Japanese retail electricity market was deregulated, enabling consumers to choose their electricity provider for the first time. With public interest in electricity running high, Panasonic wanted to use its position as a leading manufacturer of electronics, housing, communication, and energy products to begin a conversation with consumers about the real value of electricity. So 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

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.

Credits

Name Company Position
Daisuke Hatakeyama Creative Power Unit Art Director
Marina Danjo DENTSU INC. Copywriter
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
Links
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