Cannes Lions

THE LED LODESTAR

HAT, Tokyo / PANASONIC / 2015

Case Film
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Overview

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Credits

Overview

Description

In October 2014, it was announced that 3 Japanese scientists were to jointly receive the Nobel Prize in Physics for their invention and contributions in practical application of blue-colored LED.

Panasonic perceived this as an opportunity for LEDs to gain worldwide attention. We planned and developed a special lighting event to illuminate the “Tokyo Skytree” – the world’s tallest freestanding broadcasting tower and the cumulative symbol of Panasonic LED technologies – with the 3 primary colors of light to commemorate the blue LED invention. The lighting event coincided with the Nobel Prize Awards Ceremony, conveying the evolution of LED technologies and its future possibilities to the world. Gathering positive response worldwide, we communicated the socially contributing value of LED.

Execution

1) Before Nobel Prize Awards Ceremony: Teaser ads of Tokyo Skytree “3 primary colors of light” illumination were released through WEB media. (lighting design was not revealed)

2) On the day of Awards Ceremony: “3 primary colors of light” lighting design was released in newspaper ads.

3) On the evening of Awards Ceremony: “3 primary colors of light” lighting design was illuminated for the first time, with live-streaming of the event on U-stream. Alongside the news of the Nobel Prize Awards Ceremony, the “3 primary colors of light” illumination event was covered by numerous newspapers, TV, and WEB media.

4) A feature program was produced focusing on the “3 primary colors of light” illumination and evolution/future possibilities of LED, and its worldwide broadcast introduced the cutting edge Panasonic LED technologies.

Outcome

1) Panasonic LED brand image (reliability): 19% increase (comparative ratio to preceding fiscal year/month)

2) Panasonic LED appliance sales: 16% increase (comparative ratio to preceding fiscal year/month)

3) Chosen as elementary school textbook article (from April 2015) : Alongside the explanation of the Nobel Prize-awarded blue LED invention, the illuminated Tokyo Skytree “3 primary colors of light” lighting event photograph is now included as an LED symbol.

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