Panasonic case study sustainability

// Panasonic //

Panasonic GREEN IMPACT

BRAND OVERVIEW

Green Impact Inititative

Panasonic's "Green Impact" is a major global initiative focused on achieving carbon neutrality by reducing CO2 emissions in its own operations and society, aiming for a 300 million-ton reduction by 2050. This project acknowledges that current climate action isn't enough and calls for immediate individual and collective action to avoid a catastrophic future.

INDUSTRY

ELECTRONICS

Campaign Name

Panasonic GREEN IMPACT

SERVICES

FILMS AND CAMPAIGNS

The Objective

ImpACTful changes

Sustainability as a core tenet of Panasonic’s philosophy is deep seeded into the brand fabric. With a forward-looking approach for impACTful change across the world, Panasonic plans on taking the lead globally to empower others to reduce their impact as well.

The Challenges

Brand Association

To drive Brand Association and Consideration as a sustainable brand, while Averting the risk of being labelled of greenwashing, especially in the Indian context

The Insight

Kids : The Future

What if instead of asking people to change, we actually show them what will happen to the environment in the future if we don’t change now? The idea is that kids from the distant future who live in a dystopian world due to global warming and climate change are sending messages back to us from their reality so that we can course correct before it’s too late. The juxtaposition of innocence of these kids with the harsh reality they are living in will be the lever we will use to drive people to change.

The Films

The Solution

01.

The Films

The ‘Push for Change’ is the first project driven by fusion of Generative AI with live-action performances to create a series of compelling videos depicting children’s lives in the 2090s. The first video portrays Niran’s life, wherein he yearns for a real pet as many species have become extinct due to climate change resulting in a bleak future where children can no longer have pets as companions. The second video explores Elara’s simulated life, where she never got the opportunity to witness marine species such as whales that once existed. The third video showcases Xavian’s future, where spending time outside has become unimaginable due to rising temperatures making outdoor spaces unhealthy, confining him to play within the boundaries of artificial outdoor environments.

02.

The Website

We created a website where we asked people to pledge to save the environment. Each pledge made under the campaign will lead to Panasonic planting a tree, directly contributing to environmental conservation. This campaign aligns with Panasonic's broader GREEN IMPACT initiative, which seeks to reduce global CO2 emissions by over 300 million tons by 2050.

03.

Media tie Ups

Apart from promoting videos, Contextually buying ad placements where the message can hit the Gen Z the most.

The Results

47 Mn Reach

12.67Mn - Facebook & 34.62Mn - Instagram

78 Mn Views

14.65Mn - Facebook & 63.11Mn - Instagram

78 Mn Eng

14.93Mn - Facebook & 63.19Mn Instagram

In Media