Showcasing what the camera can do in real world situations.
Panasonic Australia and content agency Bake have led the new LUMIX S5II camera global content launch campaign.
The campaign was filmed on the LUMIX S5II camera. Panasonic's key principle was to showcase what the camera can do in real world situations and to inspire content creators from all walks of life. The unifying theme of the campaign is the ‘joy of doing’ to embody the invigorating feeling one gets when taking positive action.
'Joy of doing' has 800 pieces of content including 8 short films, stills photography and video production. Panasonic Australia and Bake oversaw the creative concepts, production and delivery of a significant portion of the global campaign launch of the LUMIX S5II.
The short films will be featured across YouTube, email campaigns and landing pages showing what the camera is capable of. The film set includes behind the scenes material to showcase how the videos were created for the campaign. A stills photo gallery has also been supplied to Panasonic global to support their own localised promotional activities.
Founder/director of Bake, Jamie Andrei, said: “This brief was unique, we were invited to pitch one story idea. Having worked both client and agency side, we knew the importance of thinking a few steps ahead.
"We brainstormed 20 unique story ideas and presented three concepts to the Panasonic team to choose from. Each of the ideas were ready to kick-off with talent having already signed NDAs and release forms."
"Panasonic Australia came back and said ‘We love it, we want to commission all three!’ So we moved quickly on extending and executing the brief.”
Olya Link, marketing communications manager at Panasonic Australia, said: “Working with Bake was great. We loved being able to work with the team to position Australian stories, Australian Producers and Australian talent on a global scale.
"As Panasonic Australia led the global content campaign, we loved having an experienced, creative and technically capable content partner that came to us with solid concepts and a robust plan to make it all happen on time and budget.
"The concepts featured a diverse range of talent and allowed the LUMIX S5II to authentically showcase just what it can do in a variety of different hybrid content creation conditions including stills, audio and video."
