SUB CATEGORY :

ILLUSTRATION

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.