Cannes Lions

PAMYU COLLECTION

DAIKO ADVERTISING, Tokyo / PANASONIC / 2013

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Case Film
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Overview

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Credits

Overview

Description

The promotion of "Sakioto'', the earphone designed for young women that was newly launched from Panasonic.

Creating the simple and impactful visual that turns flower-shaped earphone into the ear butterfly as the icon, and casting world-renowned Harajuku-style artist "Kyary Pamyu Pamyu'' as its image character. Based on Harajuku where targeted fashion-conscious young female gather, Diffusion-type promotion which collaborated all events, the street-jack, the transportation ad, and the WEB was implemented, and the promotion let many ordinary participants involved.

Execution

By spreading the buzz from the "Kawaii sanctum'' Harajuku where targets have the affinity for, aiming to develop the promotion that motivates targets to participate and share the experience to the others.

Outcome

Despite the fact that young Japanese girls are fashion-conscious, there was no earphone that satisfied their demands. So, Panasonic's product development team by the women and for the women, "Feminine project'' has developed tiny and cute(kawaii) flower-shaped earphone, Sakioto.

With Ear Butterflly as the key visual, runnning the execution of "Kawaii'' flower-shaped design product in target's affinitive expression, "Kawaii'' way.

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