100 YEARS OF IDEAS

Title100 YEARS OF IDEAS
BrandPANASONIC CORPORATION
Product / ServiceBRAND ADVERTISING(100TH ANNIVERSARY ANNOUNCEMENT)
CategoryG01. Typography
EntrantDENTSU INC. Osaka, JAPAN
Idea Creation DENTSU INC. Osaka, JAPAN
Production GUNSROCK Tokyo, JAPAN

Credits

Name Company Position
Takuya Suzuki Panasonic Corporation Creative Director
Subon Kin DENTSU Creative Director
Saki Shorakuji DENTSU Copywriter
Natsumi Kani DENTSU Copywriter
Aya Fukui DENTSU Copywriter
Satoru Nakamura GunsRock Producer
Kazunori Nakamura GunsRock Production Manager
Mitsugu Matsumoto EMEM Film Director
Tatsuya Tsuji GunsRock Production Manager
Miri Uchiyama GunsRock Production Manager
Yosuke Tamura point zero Cameraman
Sachiyo Onizawa Xronos Cameraman
Yuji Yamanaka Freelance Cameraman
Minoru Odamaki Freelance Lighting Designer
Hiroshi Kobayashi Freelance Lighting Designer
Yuichi Hatakeyama NVC production designer
JOE JOE TOKYO Stylist
Saori Hattori Freelance Hairstylist
Masaki Yanai ROBOT COMMUNICATIONS 3D artist
Masaru Saito EAT TOKYO Representative Director
Michinobu Takarada BISHOP MUSIC Music Producer

The Campaign

We aimed to go beyond the number "100", which can mean "complete", "milestone" or "goal", helping position Panasonic’s 100th anniversary a new starting point. More specifically, the goal was to achieve more than 100% of the previous year in brand image (trust and expectations). In order to achieve this, we produced 100 movies featuring the "100" motif. 1. We chose to communicate through the number "100", which is understood worldwide. 2. We featured Panasonic products prominently. Focusing on just these two elements, we produced 100 movies that are in use worldwide with no need for translation or other adjustment. The reason we used the number "100" as a motif is that Panasonic, a global consumer electronics manufacturer from Japan, needed to announce their 100th anniversary with equal expressive impact to people all over the world.

Creative Execution

We chose 100 favorite Panasonic products, and produced a movie featuring each one based on the guidelines described below. • Represent the idea “100” visually in relation to the features and uses of the product. • Make the message truly universal, with comprehension independent of any one culture or language. • Make the movies super short. The 100 movies produced in accordance with these guidelines are now distributed worldwide on a variety of social media and other platforms. Based on the example of these movies, similar movies have now been produced locally in many countries where Panasonic is active.

Indication of how successful the outcome was in the market

These movies are both a clear and direct brand ad campaign that communicates about the 100-year celebration and an effective product promotion. They are now in use in 39 countries and through 180 Panasonic facilities. As a result, people worldwide, regardless of age, gender or nationality, have become more aware of the trust and tradition implied by the 100-year milestone. The campaign has contributed to the building of the Panasonic brand as that of a leading global company. In Panasonic's brand image survey, we achieved the following heightened scores, shown as percentages of previous scores. ·Products/solutions for a better life: 136% ·Premium image: 126% ·Trustworthy: 119% ·Inspires anticipation: 116%

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