Panasonic Design & Branding NOBODY CAN ESCAPE THE EYES. by Creators Group Mac

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Industry Electronic Devices & Home Appliances
Media Design & Branding
Market Japan
Agency Creators Group Mac
Executive Creative Director Masahisa Wada
Creative Director Masahiro Hasegawa, Hiroshi Nagawa
Art Director Taku Kogame
Copywriter Kazuyuki Nara
Designer Akane Kawaai
Illustrator Yuya Takeda
Released March 2012

Credits & Description

Category: Posters
Executive Creative Director: Masahisa Wada (Panasonic Corporation)
Creative Director: Masahiro Hasegawa (Panasonic Corporation)
Creative Director: Hiroshi Nagawa (Creators Group Mac Co.)
Art Director: Taku Kogame (Creators Group Mac Co.)
Copywriter: Kazuyuki Nara (Creators Group Mac Co.)
Designer: Akane Kawaai (Creators Group Mac Co./Ltd.)
Illustrator: Yuya Takeda (Creators Group Mac Co.)
Media placement: poster - Inside of a train - 26 March 2012 - 31 March 2012

Describe the brief from the client
Many of the conventional video-door intercom systems can only register directly outside the door, and only in a narrow area, therefore, it is sometimes difficult to identify visitors standing at the end of the door.

This video-door intercom system has a wide-angled camera with a '170 Pan' (left and right) movement available, and this enables users to see who is displayed on the monitor regardless of the visitor's position. Therefore, the client wanted to inform many people about its product features via advertisement.

Describe the challenges and key objectives
We tried to demonstrate the product advantage, that the wide-angled camera is gazing at the visitors from any angle, and try to inform many people about these product features.

Describe how you arrived at the final design
We decided to create the poster for publishing on the train.
The poster was designed as 3-dimensional, and by utilising the gimmick (special effects) called ‘Reverse Perspective Illusion’.
This advertisement demonstrates the product advantage, which is that the wide-angle camera can gaze at visitors from any angle. We feel we communicated this product advantage through the poster.

Give some indication of how successful the outcome was in the market
The products have become widely known through this advertisement and Panasonic (the company that manufactures this product) has had a great number of inquiries about this product.