CANNES – Dentsu Inc. Tokyo picked up the top award in the Design Lions category during last night’s awards ceremony held at the Lumiere Theatre, adding to APAC’s growing Grand Prix haul. APAC agencies, Y&R New Zealand, Ogilvy & Mather Mumbai, and Colenso BBDO have won the Grand Prix awards in Print & Publishing, Glass, and Outdoor Lions respectively.
‘Life is Electric,’ a campaign for Panasonic, was created to rediscover the true value of electricity. Ordinary rechargeable eneloop batteries were charged in various unique ways–using a hamster running on a wheel, a group of cheerdancers waving their pompoms, a man lifting weights, to mention a few.
The batteries were packaged beautifully based on the creative way that each one was charged, giving it a meaningful backstory that will make its users see electricity in a new light.
According to Design Lions jury president and executive creative director of Landor, Tristan Macherel, ‘Life is Electric’ is an example of a work that used technology with a purpose. “[Life is Electric] changed the perception on a product that has become a commodity. It’s making a statement for the industry.”
Macherel adds that design is the ability to create experience and has to go beyond making a difference that’s why Dentsu Inc. Tokyo’s little battery-charging project finished big in the 63rd Cannes Lions International Festival Creativity.
