PANASONIC LUMIX

LUV MOVES ME

Creative Director, Writer & Photographer: Omar Silwany
Creative Director, Art & Photographer: Jason Borzouyeh
Dentsu Utama

Panasonic had a problem. The Venus image processor was powerful. But nobody cared about processors. We pitched two campaigns for Lumix G Series. They bought both. This was the GF5 rollout. For Every Photonista. Where Lu.V. stood for Venus. And love.

Every day and everywhere, at any moment, millions of us are sharing. We're sharing our lives and adventures, our hopes and our dreams, our passions, our loves. We're sharing as we go, and we're composing our story. We're sharing everything we love. So much of what we love. It's like a global love movement. Lumix knows all about love. When we introduced the world's most advanced image processing system, we placed amazingly professional looking shots well within everyone's reach. To reflect our love for photography, we called it Venus — a symbol of love the world over. When our revolution in mirrorless camera systems meets up with the world's most amazing image processor, that's what we call Lu.V. The heavenly match of Lumix and the incredible Venus engine. Lu.V. is when you use your Lumix to share your vision. Lu.V. is your super versatile lens camera system and all the incredible ways it lets you share your stories. Anytime you use your Lumix to point, shoot, and share, it becomes part of your Lu.V. story. When the image feels distinctively real, it's real Lu.V. Lu.V. starts with eyes wide open. Lu.V. electrifies the dance floor every girls night out. Lu.V. glimmers on a silky sandy beach. No doubt about it. Lu.V. is everywhere, and anywhere.

Lu.V. Anthem

Lu.V. Tokyo :30 TVC

GF5 Print Single and Double Page Spread

GF5 Print Double Page Spread 2

GF5 Print Series One

GF5 Print Series Two

GF5 Digital Ads

GF5 OOH

GF5 Bus Wrap

GF5 Lens Style Guide

GF5 Online Style Guide

GF5 Retail

GF5 Dressing Room Mirror Placement

Behind the Scenes — Tokyo Shoot

Behind the Scenes — Harajuku, Tokyo

THE CHALLENGE

Panasonic's Venus image processor was a breakthrough — the world's most advanced system for mirrorless cameras. But technical superiority doesn't move hearts. The GF5 was aimed at the accessible end of the market. Young photographers. Aspiring creators. People who didn't care about processors. They cared about sharing their lives.

THE INSIGHT

Venus. The goddess of love. The processor's name already contained the transformation we needed. Lu.V. — Lumix + Venus = Love. We turned a technical spec into an emotional movement. Not a camera system. A way of sharing everything you love.

THE WORK

We pitched two campaigns for Lumix G Series. They bought both. This was "For Every Photonista" — the GF5 rollout. Lu.V. Tokyo: a :30 TVC shot in Malaysia and Tokyo showing a weekend shopping trip. The Lu.V. Anthem established the movement. Then we rolled it out 360: print, OOH, digital, style guides, retail, even dressing room mirrors and tour bus wraps.

THE IMPACT

A processor became a philosophy. Venus became Lu.V. Technical specs became stories worth sharing. The campaign proved that even in tech categories, transformation starts with feeling. When you give people a reason to love the technology, they'll learn the specs on their own.