Title | LIFE IS ELECTRIC |
Brand | PANASONIC |
Product / Service | PANASONIC |
Category | A07. Overall Aesthetic Design |
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 |
---|---|---|
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 |
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.
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.