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Panasonic "Life is electric" (Dentsu Inc.) wins Grand Prix in Cannes Lions Design category for bridging digital and analog.
Panasonic's "Life is electric" campaign was selected for the Grand Prix in the Design category at Cannes Lions 2016. Produced by Dentsu Inc.
The video depicts electricity generated by the movements of cute hamsters, children playing in a park, and energetic cheerleaders being used to charge 21 nickel-metal hydride rechargeable batteries, "eneloop." It visually represents electricity, something we rarely consciously notice in daily life.
Ad Age reports this work reflects the blurring boundary between digital and analog worlds. Tristan Macherel, ECD at France's Landor and jury president, analyzed: "Through design power, it transformed awareness of commonplace daily items. The brand story was woven into every touchpoint with consumers, simultaneously achieving ingenuity and beauty—essential elements for design today."
The judging process concluded relatively quickly. Macherel stated, "This work stood out from the start. Every judge fell in love with it. It won the Grand Prix with both our heads and our hearts." He added, "The work bridges digital tools and the analog world. While our industry will be exposed to entirely new technologies going forward, we won't forget traditional design methods."
Source: Ad Age
Cannes Design Grand Prix Winners Blur the Analog-Digital Divide
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