Dentsu won the Grand Prix in the design category (separate from
product design) for its “Life is Electric” campaign for Panasonic.
The campaign illustrated 21 creative and off-beat ways to generate electricity, which is so vital to
everyday life but often taken for granted. The methods included hamster power, the energy created by a cheerleader squad and even the chemical makeup of citrus fruit. In each instance the electricity
created could be seen charging Panasonic batteries.
"This special work embraces the paradox of integrating traditional values with technology,” said Jury President, Tristan
Macherel, Executive Creative Director, Landor. “It shows that when used with agility, technology becomes a creative springboard that brings new meaning to design and pushes its boundaries
further."