SUB CATEGORY :

PRODUCTION DESIGN

COMPANY ENTERING :

SPOON INC., TOKYO

TITLE :

UNVEIL

BRAND :

PANASONIC

ADVERTISER :

GOOD DESIGN COMPANY

AGENCY :

GOOD DESIGN COMPANY, TOKYO

EXECUTIVE CREATIVE DIRECTOR :

MANABU MIZUNO

CREATIVE DIRECTOR :

KEITA MAKINO

ART DIRECTOR :

KAI SASAKI

COPYWRITER :

MIZUHO HIRUTA

AGENCY PRODUCER :

YUKIKO MIZUNO/KIMIKO INOUE

ENGINEER :

TOI NAGASAWA

DESIGNER :

HIROTOSHI SHIKI/KENSAKU NISHIMURA/ISSEI MIYABARA/
RYU OGAWA/SHINGO KAKIHATA

PLANNER :

HIROMU MATUKI

MEDIA AGENCY :

HAKUHODO INC., TOKYO

MEDIA PLANNER :

ATSUSHI HIGASHIYAMA, MARIA CRIPPS

DIGITAL PROMOTION PLANNER :

KAZUHIRO HARA

BUSINESS PRODUCER :

DAI AKIMOTO

FILM PRODUCTION COMPANY :

SPOON INC., TOKYO

DIRECTOR :

SHOW YANAGISAWA

CINEMATOGRAPHER :

SENZO UENO

GAFFER :

MASACHIO NISHIDA

ASSISTANT DIRECTOR :

HIDENORI TSUMOTO/KENJI ARAKI

EXECUTIVE PRODUCER :

YASUSHI OKUWA

FILM PRODUCER :

DAI SANO

PRODUCTION DESIGNER :

YUKIKO KURIBAYASHI

PRODUCTION MANAGER :

HIROMI SATO/MOTOKI MASUDA/SHUKA SATO

PRACTICAL EFFECTS :

KAZUKUNI MURAKI

MOTION CAMERA CONTROL OPERATOR :

KAZUO DAN

CASTING :

YOKO YAMASHITA/OIP

ACTION COORDINATOR :

MAKOTO YOKOYAMA

CHOREOGRAPHER :

I COULD NEVER BE A DANCER

ASSISTANT CHOREOGRAPHER :

LEONIDES ARPON

STYLIST :

TAKERU SAKAI

HAIR & MAKE-UP :

KENJI TOYOTA

CONSTRUCTION :

MASARU HATANO

EDITOR :

TAKASHI TANAKA

COLORIST :

MASAHIRO ISHIYAMA

FLAME ARTIST :

KENICHI SASAKI

SPECIAL EFFECTS :

MCRAY/OMNIBUS JAPAN/TRES/KHAKI/CONNECTION/RUDIEZ/
ANNEX DIGITAL

SOUND EFFECTS :

YOSHIO NAKAMURA

MIXER :

MASAYUKI SATO

DIGITAL IMAGING TECHNICIAN :

SATOSHI IGARASHI

CG DIRECTOR :

FUTOSHI YAMAUCHI/YASUMOTO SUZUKI

CG PRODUCER :

SHINJI SANTOH

SOUND PRODUCER :

KAZUYOSHI TONAMI/KOKI TOGITA

LYRICS & VOCALIST :

AWICH

MUSIC COMPOSER :

JUN MIYAKE

ENGLISH SYNOPSIS :

PANASONIC’S NEW SLOGAN “MAKE NEW” SYMBOLISES THE COMPANY’S NEVER-CHANGING CHALLENGE OF SUPPORTING SOCIETY BY HELPING EACH INDIVIDUAL OUT AND CREATING A FUTURE THEY FEEL TO BE IDEAL. THE BRANDED MOVIE “UNVEIL” ILLUSTRATES THIS CONCEPT IN VISUAL FORM. THE TRANSITION FROM THE BLUE, MATERIALISTIC WORLD TO LUSH, GREEN WORLD SYMBOLISES THE START OF A MORE IDEAL AND SUSTAINABLE FUTURE.
EVERYTHING, FROM ACTORS TO ENTIRE SET, WAS SHOT UPSIDE DOWN TO ACHIEVE AN ELEMENT OF SURPRISE FROM VIEWERS, AND TO HEIGHTEN THE INTANGIBLE JOY AND EXCITEMENT THAT CAN BE OBTAINED FROM A POSITIVE CHANGE.

ENGLISH CONTEXT EXPLANATION :

SINCE THE COMPANY WAS FOUNDED IN 1918, PANASONIC'S AIM HAS BEEN TO SUPPORT SOCIETY TO ACHIEVE A FUTURE THEY CAN FEEL IS IDEAL AND VALUABLE. BUT WITH TIME, VALUES CHANGE, PEOPLE’S LIFESTYLES CHANGE, AND COMMON SENSE ALSO CHANGES. PANASONIC WANTED TO APPEAL TO THE NEXT GENERATION OF THEIR NEVER-CHANGING PHILOSOPHY THAT THEY ARE HERE TO SUPPORT THEM IN ACHIEVING A FUTURE THEY ENVISION.
IN ORDER TO BETTER REFLECT THE COMPANY’S WILLINGNESS OF CREATING NEW VALUES FOR THE FUTURE GENERATION, PANASONIC LAUNCHED THEIR NEW SLOGAN: MAKE NEW. WHETHER IT BE STANDARDS, RULES, PRODUCTS OR WAYS, IT ILLUSTRATES THE CHALLENGES PANASONIC IS WILLING TO TAKE IN ORDER TO CREATE A BETTER WORLD FOR THE FUTURE GENERATION. THE BRANDED VIDEO “UNVEILED” ILLUSTRATES THIS POSITIVE CHANGE IN VISUAL FORM.