Panasonic NZ launch first-ever brand campaign via Lemonade and CALIBRE + CANDOR

Panasonic New Zealand, Lemonade and CALIBRE + CANDOR come together to launch a new brand campaign, ‘Everyday More Brilliant’.

Panasonic is globally recognised as a reliable brand spanning many categories and has been loved by New Zealand households for over a century. However, they needed a fresh approach to connect consumers with the brand and their diverse range of products, moving away from showcasing functionality to innovation, technology and design.

For Panasonic‘s first-ever brand campaign, Lemonade imagined visceral 3D scenes in which to hero key products in a modern, distinctive and immersive way. 3D animation was created in partnership by Toybox NZ using Houdini, the world’s leading vfx software. Dynamic visual metaphors were designed to showcase each product’s unique purpose. Abstract forms swirl, explore and interact with individual devices to create a visual symphony that expresses Panasonic’s contemporary design innovations. To complement the bespoke animation, an original music score was composed and recorded by Cam Ballantyne of Beatworms.

Andrea Fowler, Lemonade Managing Director, says: “What better way to kick off 2022 than to launch Panasonic’s Everyday More Brilliant brand campaign. I take my hat off to our creative team and Toybox for their huge effort and tenacity during somewhat challenging times.”

Panasonic New Zealand GM Marketing & Business Projects, Lynda-Anne Bodger, says it’s been about breathing energy into a category that is now as much about design as it is function.

“It’s been great working alongside Lemonade and CaliIbre + Candor —bringing together strategic, creative, and media to create something truly original and cutting edge. We’ve produced a strong, vibrant & innovative brand campaign that not only appeals to brand loyalists, but reaches new audiences across multiple product categories with only a handful of CAD drawings and all staff in lockdown”.

When it came to the media approach, the mantra has been to go big and to make an impact. A 45” video launched on TV and cinema supported by high impact, large format digital outdoor placements.

CALIBRE + CANDOR Head of Client Service, Nick Dykes saysL “For the first time in a long time a home appliance brand has a creative asset that really assaults the senses; the showstopping visuals, the great soundtrack all make it a campaign that needs formats which do it justice.”

The result is the launch of a brand campaign designed to heighten the senses showcasing the full range. They are home appliances as you have never seen them before.

Credits

Client: Panasonic New Zealand
General Manager Marketing & Business Projects: Lynda-Anne Bodger
Creative Agency: Lemonade
Managing Director: Andrea Fowler 
Creative Director: Jon Raduch
Production Company: Toybox
Executive Producer: Nanette Miles
Animation Director: Andrew Newland
Music composition: Cam Ballantyne, Beatworms
Media Agency: CALIBRE + CANDOR
Media Agency Lead: Nick Dykes
Media Director: Clive Reed

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