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  • How did Panasonic extract electricity from the everyday?
  • How did Panasonic extract electricity from the everyday?
    John Benson, Creative Commons (2015) ©
CASE STUDY

Panasonic – Life is Electric: batteries with a backstory

At the 2016 Cannes Lions festival, Dentsu Tokyo picked up the Design Grand Prix for its ‘Life is Electric’ campaign for Panasonic, which aimed to show people the ubiquity of electricity in everyday life. But what role did hamsters, fruit, cyclists and waterfalls play in bringing batteries to life?

Location Central - East Asia / Global

Scope
There are few things more utilitarian than a battery – an object forced into having a recognisable shape purely out of necessity. Yet in June 2016, Dentsu Tokyo’s campaign for Panasonic cells saw it take home the Design Grand Prix at the Cannes Lions festival.

‘Life is Electric’ aimed to show people the ubiquity of electricity in everyday life, and in the process created “a bridge between digital tools and the analogue world,” says Tristan Macherel, executive creative director at Landor France and jury president at the Cannes Lions. [1] So how did the campaign bring batteries ...

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