Awaken launched an exciting new campaign to introduce Panasonic’s new tiny powerhouse camera, The LUMIX S5

As the latest addition to Panasonic’s iconic S series of cameras, the impressive LUMIX S5, was launched on the Australian market by Awaken Media in September 2020, with a punchy campaign worthy of its star.

Using the tagline “Tiny tech. Mighty spec.” the campaign, put a spotlight on the fact that this impressive new camera from Panasonic is a powerful piece of equipment in a small package. The vibrant campaign burst to life quickly and went from concept to launch in a remarkably short period of time - snowballing from just creating a tagline, to creating an ad, to creating an integrated creative platform, shooting content and executing to launch within the space of one month.

At the core of the campaign was the idea of pairing contrasting yet complementary images – including a little boy and the shadow of a superhero, and a little girl with a paper plane next to a real airplane – highlighting the biggest selling point of the LUMIX S5:

It may look small but it packs a whole lot of punch.

The campaign evolved from a collection of ideas that ultimately combined to create one powerful concept. Once we landed on the platform, three executions were proposed and the client decided they wanted all three in the one campaign. The beauty of the three ideas was that it gave us scope to communicate contextually with the audience in different ways.

Awaken also created a landing page for the campaign, and launched the campaign across targeted online video, native and social platforms.

This campaign is a great example of the power of collaboration, especially between the Awaken and Panasonic teams, and the perfect demonstration of why trust is so essential between client and agency to get an amazing result.

Executionally, a massive credit has to be acknowledged to the brand team at Panasonic for having the courage to be creative with this and taking a punt on our ideas, as too many times a fun idea gets diluted into a complicated communication which loses the one powerful proposition.

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