LIFE IS ELECTRIC

Bronze Spike

Case Film

Presentation Image

TitleLIFE IS ELECTRIC
BrandPANASONIC
Product / ServicePANASONIC
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
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

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.

The Life Is Electric project is changing the way people think by transforming electricity from something that is taken for granted into something cute, beautiful, and cool that individuals can relate to on a personal level. The project will be featured at the RiSuPia Panasonic Digital Network Museum and events at Panasonic showrooms throughout Japan to foster the growth of scientists of the future, and is being incorporated into programs on information design theory and design science at Kyoto Seika University and the Kyoto University of Art and Design. The one-of-a-kind batteries produced by the project are also being offered for sale on Amazon Japan at the same price as regular eneloop batteries, enabling the project's message to reach consumers throughout Japan.

We conducted a series of experiments to see if we could give an emotionally 'visible' form to the inherently invisible force of electricity. By transforming electricity into something cute, beautiful, and emotionally relevant, we successfully made the brand resonate with a category of consumers not served by other message channels.

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.

Links
Website URL