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Package Design
Use of Illustration Product Line

Gold Winner

Entrant: Dentsu Inc., Tokyo
Panasonic - "Life is Electric"

Corporate Name of Client: Panasonic Corporation

Head of Client Services: Hiroyuki Takasu

Agency Account Executives: Kyosuke Fujita/Nahoko Yokoyama

Agency Planner: Hajime Yakushiji

Agency: Dentsu Inc., Tokyo

Group Creative Director: Yoshihiro Yagi

Creative Director: Yoshihiro Yagi

Copywriters: Haruko Tsutsui/Scott Lehman/Marina Danjo

Art Directors: Yoshihiro Yagi/Taiji Kimura/Daisuke Hatakeyama

Art Buyer: Natsuko Kida

Design Companies: PEN.Inc./Creative Power Unit, Tokyo

Design Directors: Taiji Kimura/Daisuke Hatakeyama

Designers: Chihiro Kato/Masashi Fujita

Graphic Designers: Taiji Kimura/Daisuke Hatakeyama/Chihiro Kato/Masashi Fujita

Photography Studio: Fumihito Katamura Photograph Office, Tokyo

Photographer: Fumihito Katamura

Illustration Company: Bureau Kida SARL, Paris

Illustrator: BLEX BOLEX

Print Company: Dentsu On Demand Graphic Inc., Tokyo

Printing Director: Shinya Tamura

Description of the Project:
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.
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.
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.
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.