Panasonic launches the Lumix G100 Camera via Awaken

30 September 2020

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The campaign, which was launched in September, is set to the sound of Lady Bri.

Video content is exploding, with more than 300 hours of content being uploaded to YouTube every minute. The advertising campaign for Panasonic’s new LUMIX G100 shows that anyone can be part of this thriving scene and create amazing content – with the right equipment.

The lightweight and compact camera is specifically targeted at vloggers and people making video content at home or on the go, and the campaign puts this target group directly in the spotlight.

“Video content production is booming right now and we really wanted to reflect this with a vibrant, high-energy campaign,” says Chris Parker, founder of Awaken, the agency behind the campaign.

“This camera is all about the creative types who can use it and make the most of all of its amazing features, so our approach was to put the vlogger and the camera as fulcrums of focus throughout the ad, intertwining and dancing around each other.”

The campaign, which was launched in September, is set to the sound of Lady Bri and uses the tagline 'Your story. Share it.' to highlight that this is a camera designed for content creators looking for ways to share their own point of view.

At the core of the campaign was a desire to demonstrate that the LUMIX G100 is easy to use and offers vloggers the opportunity to experience a huge amount of on-the-go flexibility and creativity, while still delivering high quality, professional audio and visuals.

“We wanted to create energy and movement while integrating the features of the camera seamlessly into the mix,” says Awaken creative director Owen Kane.

“The result is pieces that excite and inform with the aim of enticing our audience, the content creators.”

The campaign will be running across programmatic TV, programmatic video and social media.


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

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