Panasonic's 'Life Is Electric' Bags Cannes Design Grand Prix

Dentsu Campaign Asks Whether It's Possible to 'See' Electricity

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Editor's Pick

Panasonic's "Life Is Electric" campaign, created out of Dentsu Inc. Tokyo, has won the Design Grand Prix at the Cannes Lions International Festival of Creativity. Entered into the design category of "Brand Collateral," the series of films asked, "Is it possible to 'see' electricity?" They then went on to whimsically illustrate the amount of energy contained in a single Panasonic battery -- by showing how much power it would bring to a hamster, cheerleaders' pom poms, a bartender making a cocktail and more.

"This piece for all of us is very special because it managed, through the power of design, to change the perception of a product that has become a commodity by bringing storytelling to every space where the brand is in contact with the consumer," said Jury President Tristan Marcherel, executive creative director at Landor, France. "It managed to combine both cleverness and beautiful craft, what we believe design should do today."

Read more about the category winners over at

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Jun 21, 2016
Dentsu Tokyo
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