Panasonic Design & Branding 3D VIERA TSURU by Dentsu Kansai

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Industry TV
Media Design & Branding
Market Japan
Agency Dentsu Kansai
Creative Director Toshio Kurihara, Masahisa Wada
Art Director Yoshihiro Tateishi, Katsuyuki Kuniyasu, Hidenori Tashima
Copywriter Nobuyuki Matsuno, Chitaru Fujishima
Designer Yasunori Konishi, Hiroaki Sato
Released July 2011

Credits & Description

Category: Posters
Advertiser: PANASONIC
Product/Service: 3D VIERA
Creative Director: Masahisa Wada (Panasonic)
Creative Director: Toshio Kurihara (Dentsu Kansai)
Art Director: Hidenori Tashima (Panasonic)
Art Director: Yoshihiro Tateishi (Dentsu Kansai)
Art Director: Katsuyuki Kuniyasu (Pinspot)
Copywriter: Chitaru Fujishima (Dentsu Kansai)
Copywriter: Nobuyuki Matsuno (Pinspot)
Designer: Yasunori Konishi (Pinspot)
Designer: Hiroaki Sato (Pinspot)
Media placement: Temporary Exhibition - Train - 25 July 2011- 30 July 2011
Describe the brief from the client
Advert copy:
“One sheet of paper becomes a crane. The people of Japan have used boundless imagination to enjoy 3D since long ago. Finally, TV has become 3D as well”.
Describe the challenges and key objectives
The challenge was how well the realism, depth, and visual impact of the newly developed 3D television could be conveyed to consumers using only printed media.
Describe how you arrived at the final design
Origami is a traditional Japanese art form in which a single sheet of paper is folded only with the hands, using nothing else, into the shape of an animal or other objects. It’s a pastime enjoyed by almost every Japanese person from childhood.
The crane is the most symbolic animal shape in origami. Using this shape as a motif, we showed how a flat-surface image could provide an experience so realistic it appears to have come to life when it becomes 3D.
The actual advertisement was crafted from single sheets of paper, individually, with human hands.
Give some indication of how successful the outcome was in the market
The advert managed to stand out remarkably within a medium primarily composed of printed advertisement. Naturally, it generated a buzz on Twitter and other social media. Some children who wanted to touch the advert were seen being held up by their parents for a closer look. The advert succeeded in making a major statement.