Panasonic builds 4K TV campaign from crowdsourced videos

The brief for the campaign, promoting the company's Viera line of 4K televisions, asked participants, "What amazing video would you create if you suddenly had a bigger and more beautiful canvas for your creativity?"

The competition, with prizes worth ¥1.4 million (US$13,800) drew 34 videos over five weeks, from 13 countries including France, Japan, the US, Russia, India, China and the UK. 

The three winning videos, selected by Wired magazine and Panasonic, will feature in a digital campaign that starts in Japan today. They are:

• First place: 'Dance FX' by Niwina from France (below)
• Second place: 'A Tiger in the living room' by JulianCa from Colombia (above)
• Third place: 'BMX' by aceblvd from France (bottom)

Some of the runners up are also worth a look.

The brand specifically wanted to encourage creative young people to recognise the value of a large screen for their creative work. "As we all know, the small screen of a PC or smartphone has a lot of constraints and reduces your enjoyment when watching or producing," the brief said. "A bigger, high-resolution screen offers a totally new and exciting experience and a bigger and better stage to express your creativity."

Said Yuko Ttetsu, web communication manager in the Consumer Marketing Division at Panasonic, "Collaborating with young talented video creators was extremely rewarding. What excited us most was their reaction to watching their creations on a big screen like the VIERA as opposed to the usual smartphone or laptop screens. We realized that TV can connect with younger generations from this perspective and we plan to deepen our engagement with young creators across the world."

Dance FX:

BMX: