Emily Tan
Jun 22, 2016

Cannes 2016: Dentsu wins Design Grand Prix for Panasonic 'Life is Electric'

Japan dominates Design category with 17 Lions and a Grand Prix out of 111 awarded

The Grand Prix winning campaign charged 21 batteries 21 different ways including by hamster, by cheerleader, by ‘purifying waterfall’, and ‘ripped workout power’
The Grand Prix winning campaign charged 21 batteries 21 different ways including by hamster, by cheerleader, by ‘purifying waterfall’, and ‘ripped workout power’

CANNES - Dentsu Tokyo won the Design category's only Grand Prix with its 'Life is Electric' campaign for Panasonic (see video below). The work also won four Silver Lions and one Bronze Lion.

To demonstrate the presence of electricity, which is often taken for granted, the campaign charged 21 batteries in 21 different ways including by hamster, by cheerleader, by ‘purifying waterfall’, and ‘ripped workout power’. 

More Cannes 2016 coverage

Overall, Asia-Pacific performed well in this category (as it usually does), earning 10 Gold Lions, 11 Silver Lions and 13 Bronze Lions. 

Note: In the table below, duplicate entries indicate awards in separate sub-categories. We have chosen not to list the category numbers for brevity's sake.

Title Client Country Agency Prize 
GRAND PRIX
LIFE IS ELECTRIC PANASONIC JAPAN DENTSU INC Tokyo Grand Prix 
GOLD
MT EXPO 2015 / MT EX YOKOHAMA / MT EX 3331 KAMOI KAKOSHI CO. JAPAN IYAMADESIGN Tokyo  Gold  Lion Campaign
SHIFTING PERSPECTIVES SYDNEY OPERA HOUSE AUSTRALIA INTERBRAND AUSTRALIA Sydney Gold Lion
SURGEON TRYOUTS KURASHIKI CENTRAL HOSPITAL JAPAN TBWA\HAKUHODO Tokyo / HAKUHODO Tokyo Gold Lion
NARITA INTERNATIONAL AIRPORT TERMINAL 3 NARITA INTERNATIONAL AIRPORT CORPORATION JAPAN PARTY Tokyo Gold Lion
WORLD TABLE TENNIS CHAMPIONSHIPS 2015 TV TOKYO CORPORATION JAPAN DENTSU INC Tokyo Gold Lion
BEHIND THE LEATHER PEOPLE FOR THE ETHICAL TREATMENT OF ANIMALS THAILAND OGILVY & MATHER Bangkok Gold Lion
BEHIND THE LEATHER PEOPLE FOR THE ETHICAL TREATMENT OF ANIMALS THAILAND OGILVY & MATHER Bangkok Gold Lion
ARTQUARIUM PAPAWIN CO. THAILAND OGILVY & MATHER Bangkok Gold Lion
SILVER
THE DANCING LETTERS MAHARASHTRA DYSLEXIA ASSOCIATION INDIA McCANN WORLDGROUP INDIA Mumbai Silver  Lion
BLOOD BANKING INDIAN RED CROSS SOCIETY INDIA J. WALTER THOMPSON Mumbai Silver  Lion
PLEATS PLEASE ISSEY MIYAKE ANIMALS POSTER SERIES ISSEY MIYAKE JAPAN TAKU SATOH DESIGN OFFICE Tokyo Silver  Lion
NAMELESS PAINTS KOKUYO JAPAN TOHOKUSHINSHA FILM CORPORATION     Silver  Lion
LIFE IS ELECTRIC PANASONIC JAPAN DENTSU INC Tokyo Silver  Lion
LIFE IS ELECTRIC PANASONIC JAPAN DENTSU INC Tokyo Silver  Lion
LIFE IS ELECTRIC PANASONIC JAPAN DENTSU INC Tokyo Silver  Lion
LIFE IS ELECTRIC PANASONIC JAPAN DENTSU INC Tokyo Silver  Lion
A KIND DRONE ENIGMO JAPAN DENTSU INC Tokyo / DRILL Tokyo Silver  Lion
ACTUAL REALITY JAGUAR LAND ROVER NEW ZEALAND NEW ZEALAND Y&R NZ Auckland Silver  Lion
A DIFFERENT PARIS AIRBNB SINGAPORE TBWA\SINGAPORE  Silver  Lion
BRONZE
THE FAINTEST CLASP ABC AUSTRALIA MARCEL SYDNEY Walsh Bay Bronze Lion
MAGIC WORDS - THE BOOK HP BRAZIL ALMAPBBDO São Paulo Bronze Lion
SMS LAST WORDS GLOBAL ROAD SAFETY PARTENERSHIP CHINA HAVAS WORLDWIDE SHANGHAI  Bronze Lion
TRANSGENDER THE SAMARITANS CHINA Y&R SHANGHAI  Bronze Lion
THE DANCING LETTERS MAHARASHTRA DYSLEXIA ASSOCIATION INDIA McCANN WORLDGROUP INDIA Mumbai Bronze Lion
OPEN UP YOUR IMAGINATION MUSASHINO ART UNIVERSITY JAPAN HAKUHODO Tokyo Bronze Lion
THE REFUGEE COLLECTION REFUGEES INTERNATIONAL JAPAN JAPAN OGILVY & MATHER JAPAN Tokyo Bronze Lion
LIFE IS ELECTRIC PANASONIC JAPAN DENTSU INC Tokyo Bronze Lion
JAPANESE SAKE KOI IMAYOTSUKASA SAKE BREWERY CO.  JAPAN BULLET Tokyo Bronze Lion
ACTUAL REALITY JAGUAR LAND ROVER NEW ZEALAND NEW ZEALAND Y&R NZ Auckland Bronze Lion
PIANO OF UNIFICATION MINISTRY OF UNIFICATION SOUTH KOREA CHEIL WORLDWIDE Seoul Bronze Lion
ARTQUARIUM PAPAWIN CO. THAILAND OGILVY & MATHER Bangkok Bronze Lion
THE SCIMITAR'S ARC, ARTBREAKS / THE FAINTEST CLASP ABC AUSTRALIA MARCEL SYDNEY Walsh Bay Bronze Lion Campaign

Life is electric case video:

Related Articles

Just Published

3 hours ago

Stephen Li departs as OMD APAC CEO

Li is on gardening leave until November and a search for a replacement is underway.

9 hours ago

Snap launches a studio to help brands use AR

Arcadia will develop AR experience technology for brands globally.

9 hours ago

Procter & Gamble increases marketing spend by 30%

The consumer product goods company, which spent an additional $130 million on marketing in the quarter, expects spend to continue to increase as it returns to pre-pandemic levels.

9 hours ago

Dentsu’s global sustainability lead: ‘We have to ...

The holding group is nearly 80% towards its net zero target.