Panasonic launches new ‘Tiny Tech, Mighty Spec’ campaign for the Lumix S5 via Awaken Media

Panasonic is launching its newest offering with a charming and cheeky campaign via Awaken Media, that emphasises the contrast between the camera’s small size and vast capability. Using the tagline “Tiny tech. Mighty spec.” the campaign, created for Panasonic by Awaken Media, puts a spotlight on the fact that this impressive new camera is a powerful piece of equipment in a small package.

The days of photographers lugging huge cameras and heavy equipment around to get quality images are over. The new LUMIX S5 is an impressively high performing camera in an even more impressively small package.

The vibrant campaign was created collaboratively on a short timeline, and went from concept to launch in a remarkably short period of time.

Says Chris Parker, founder, Awaken Media: “This was one of those campaigns that burst to life really quickly, and the concept evolved really naturally and playfully. We hope what we’ve created gives Panasonic a credible, competitive voice in the market with a stance that looks can be deceiving – the new S5 is a killer piece of compact equipment and a must-have for all photographers.”

At the core of the campaign is the idea of pairing contrasting yet complimentary images – including a little boy and the shadow of a super hero, and a little girl with a paper plane next to a real airplane – to highlight to biggest selling point of the LUMIX S5: It may look small but it packs a whole lot of punch.

This campaign is a great example of the power of collaboration, especially between the Awaken and Panasonic teams, and the perfect demonstration of why trust is so essential between client and agency to get an amazing result.

Says Owen Kane, creative director of the campaign: “The brand team at Panasonic was nothing short of amazing for having the courage to be creative with this and taking a punt on our ideas. Too many times a fun idea gets diluted into a complicated communication which loses the one powerful proposition.”

The LUMIX S5 is on sale now. For more information visit www.panasonic.com.au

Client: Panasonic Australia
Marketing Communications Manager: Sharon Kritzfeld
Agency: Awaken
Founder: Chris Parker
Media Director: Angie Gannon
Creative Director: Owen Kane
Video Director: Mitch Loveday
Senior Account Manager: Amelia Morgan
Copywriter: Alex Lalak