Panasonic – advertising campaign
With the introduction of digital media storage, Panasonic
became initial pioneers of the ‘High Definition Audio Visual
Cards’ for video. The key challenge lay with an idea that
would translate very easily in text and visually across five
languages to promote the initial launch.
I played with the idea of how small the card was and the
theme of how technology reduces the size of things. I proposed
that we showed a line-up with a set of video ‘tombstones’
starting with huge Digibeta tapes that then reduced in size
from Betamax to VHS through to Mini DV. The new AVCHD
card would then be shown, shining, brightly against it’s grey
and black predecessors.