Panasonic’s new slogan “Make New” symbolises the company’s never-changing challenge of supporting society by helping each individual out and creating a future they feel to be ideal. The branded movie “Unveil” illustrates this concept in visual form. The transition from the blue, materialistic world to lush, green world symbolises the start of a more ideal and sustainable future.

Everything, from actors to entire set, was shot upside down to achieve an element of surprise from viewers, as the transitional effects between the two worlds could be believed to be done as digital special effects. The transition between worlds also symbolises the intangible joy and excitement that can be obtained from a positive change.

Since the company was founded in 1918, Panasonic has continuously strived to changing society for the better through their products. When the world valued convenience, they incorporated their knowledge and technological skills to create products that were easy to use and got rid of daily inconveniences.

But as time goes by values change, people’s lifestyles change, and what we believed to be common sense also changes. Panasonic believed that now is the chance to re-emphasise their philosophy of creating a better society through their knowledge and skills, and to appeal to the next generation that they are here to support them in achieving a future they can define as being ideal and valuable.

Since its release on the official Panasonic YouTube channel on the 5th June 2022, the video gained over 7 million views. The unique filming technique and original song caught the attention of local media, which connected to a wider range of audience engaging in the film and campaign.

Many viewers were mesmerised by the film, commenting about how they felt the immense potential of what could be achieved through our freedom and imagination; through the breathtaking visuals the film was successfully able to visually illustrate the “Make New” concept.

In order to better reflect the company’s willingness of creating new values for the future generation, while also embracing their unchanged philosophy of helping better society through their products and actions, on the 5th May, 2022 Panasonic launched their new slogan: Make New. The white bar under the slogan symbolises a blank space in which audiences can insert ideas and concepts that they want to see change in. Whether it be standards, rules, products or ways, it illustrates the challenges Panasonic is willing to take in order to create a better world for the future generation.

Panasonic created the branded video “Unveil” to portray the positive energy they feel in what “Make New” stands for. The video also functioned as a visual representation of how drastically the perception of the world can change by seeing it from a different perspective.

As this film was made in Japan, the country where Panasonic started expanding from, many of the ideas have a deep cultural connection.

The production design for the lush, green and sustainable world full of spiritual wealth was based on the forests of Yakushima Island, where many ancient trees over thousands of years old still continue to grow. The idea of “spiritual wealth” was also an idea that founder Konosuke Matsushita referred to as an important basis to living a fulfilled life.

The music is a collaboration piece by composer Jun Miyake, and Okinawan female rapper Awich, a bold combination of two different genres and generations. Jun Miyake's melody represents society living in harmony with nature, to which Awich added words of hope for the generation to come.