In Japan, electricity is so much a part of life that it is often taken for granted. In April 2016, however, the Japanese retail electricity market was deregulated, enabling consumers to choose their electricity provider for the first time. With public interest in electricity running high, Panasonic wanted to use its position as a leading manufacturer of electronics, housing, communication, and energy products to begin a conversation with consumers about the real value of electricity.

Short documentary-style movies of eneloop batteries being charged.

We created 21 custom-designed, illustrated packages for the batteries, as well as movies and a booklet showing how they were charged. The project was also featured in TV commercials and a special website. In addition, exhibitions and online sales (via Amazon) enabled consumers to actually touch and own the products created during the project.