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  • SUB CATEGORY :
    POSTER
  • COMPANY ENTERING :
    DENTSU INC., TOKYO
  • ENTRY TITLE :
    LIFE IS ELECTRIC
  • BRAND :
    PANASONIC
  • ADVERTISER :
    PANASONIC CORPORATION
  • AGENCY :
    DENTSU INC., TOKYO
  • CREATIVE DIRECTOR :
    YOSHIHIRO YAGI
  • COPYWRITER :
    HARUKO TSUTSUI/MARINA DANJO/SCOTT LEHMAN
  • ART DIRECTOR :
    YOSHIHIRO YAGI/TAIJI KIMURA/DAISUKE HATAKEYAMA
  • DESIGNER :
    CHIHIRO KATO
  • ACCOUNT EXECUTIVE :
    KYOSUKE FUJITA/NAHOKO YOKOYAMA
  • STRATEGIC PLANNER :
    HAJIME YAKUSHIJI
  • EXECUTIVE PRODUCER :
    KOJI WADA
  • PRINT PRODUCTION COMPANY :
    PEN.INC., TOKYO/CREATIVE POWER UNIT, TOKYO
  • PHOTOGRAPHER :
    FUMIHITO KATAMURA
  • ILLUSTRATOR :
    BLEX BOLEX
  • DESIGNER :
    TAIJI KIMURA/DAISUKE HATAKEYAMA/MASASHI FUJITA
  • PRINT PRODUCER :
    SHINYA TAMURA
  • ARTIST AGENT :
    NATSUKO KIDA
  • BACKGROUND OVERVIEW :
    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.