Panasonic Case study ECLIPSE LIVE FROM FUJIYAMA [video] by Dentsu Inc. Tokyo

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Industry Electronic Devices & Home Appliances
Media Case study
Market Japan
Agency Dentsu Inc. Tokyo
Creative Director Sr. Art Director, Set Designer
Art Director Second Unit Agency Producer - Jirka Mika
Copywriter Flash Developer
Producer Media Director, Vance Malone - Film Director
Photographer Strategic Planner
Account Supervisor Kota Sakuraba, Naganobu Asano, Diane Jackson, Katie Koehler
Typographer Planning Supervisor, Mizuki Nakamura
Illustrator Account Executive-Leslie Klein Account Director-Susan Lulich, Gen Ishizawa, Keita Kado
Released June 2012


Clio Awards, 2013
Public Relations Special Event Bronze

Credits & Description

Agency: DENTSU
Category: Stunts & Live Advertising
Advertising campaign: ECLIPSE LIVE FROM FUJIYAMA
Planner: Atsushi Shiozawa
Creative Director: Designer: Yu-Ki Sakurai
Illustrator: Gen Ishizawa
Chief Creative Officer: Creative Director: Reietsu Hashimoto
Advertiser's Supervisor: Kazuya Kamaki
Illustrator: Keita Kado
Producer: Media Director: Yasuo Ishikawa
Advertiser's Supervisor: Junya Tsutsumi
Photographer: Planner: Yoshikazu Nagashima
Advertiser's Supervisor: Production Manager: Chiaki Shimizu
Account Supervisor: Naganobu Asano
Planner: Takeshi Hosokawa
Typographer: Planning Supervisor: Shingo Hiraoka
Account Supervisor: Production Producer:yasunori Shioda
Illustrator: Account Executive: Masahiro Higashi
Art Director: Agency Producer: Yoshikazu Nagashima
Other Credits: Client Supervisor: Hisao Tsugita
Executive Creative Director: Copywriter: Reietsu Hashimoto
Producer: Film Director: Kei Ohta
Account Supervisor: Kota Sakuraba
Creative Director: Art Director
Art Buyer: Cinematographer:ryuichi Shimokawa
Chief Creative Officer: Daima Kawamura
Account Manager: Sound: Yutaka Fukuoka
Planner: Technical Director:harumi Tokita
Copywriter: Flash Developer: Minoru Sako
Advertiser's Supervisor: Hideka Suzuki
Planner: Kosuke Hiramatsu
Art Buyer: Masayoshi Sekine
Planner: Mitsuharu Tanida
Typographer: Mizuki Nakamura
Ambient Execution Description
ChallengeIn 2012, Panasonic, one of Japan’s leading electronics companies, is reinforcing their business by focusing on environment-friendly-products. Amidst increasing concerns for natural energy after nuclear power plant accidents, the challenge was to increase awareness of Panasonic’s solar energy solutions for their reconstruction from Japan to all over the world.Solution“Filming the sun, using the sun.”The annular solar eclipse crossed Japanese archipelago for the first time in hundreds of years. This remarkable event was live broadcasted, using only the solar energy, from the closest place to the sun, the summit of Mt. Fuji, the symbol of Japan. All of the power used for the live broadcasting was generated from Panasonic’s solar energy system.The preparation activities towards the broadcast, beginning with the April, 2012 release, were posted on micro sites, mobile sites and SNS’s. Further, the staff for this live broadcast from Mt. Fuji was recruited from the user pool.One week before this annular eclipse event, Mt. Fuji was made fully broadcast-ready with the installation of a broadcasting base camp equipped with power generators at the halfway point of the mountain. All charging and generation of the electricity required for the broadcast of the eclipse was made possible entirely with a solar power generation system. On the day prior to the eclipse, the summit-climbing expedition, toting broadcasting equipment and batteries which had been charged at the halfway point, started the trek to the summit. The annular eclipse as seen from Mt. Fuji, as well as the visual of the staff scaling the mountain, were broadcasted live across the world.ResultWe successfully delivered to the entire world the visual of the annular eclipse that depended solely on the use of solar energy.We achieved an audience level of about half a million people in 75 countries through the websites and mobile sites which carried the live broadcast. Non-paid advertising value equivalent in excess of one billion yen for this Panasonic undertaking was realized, due not only to the airing of the event by all domestic TV stations but also to featured presentations by international media outlets such as Reuters and CNN (both domestic and overseas values are estimated at over half billion yen), and we succeeded in greatly enhancing public awareness of Panasonic’s connection to solar energy solutions.In addition to creating an impact beyond all expectations, we distinguished ourselves from the competition, none of whom were able to come up with our conceptual creativity of delivering the experience of an eclipse, a solar event, solely with the use solar energy. This distinction led to a second execution of the “Filming the sun, using the sun” project in Australia in November of 2012.