PANASONIC LUMIX

FOR EVERY PHOTONISTA

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

We pitched from opposite sides of the world. I wrote in New York. Jason designed in Kuala Lumpur. We won. Three months in Malaysia. Filmed in KL and Tokyo. The GX1 was the flagship. We needed more than a target. We needed a tribe. We coined the word: Photonista.

Photonista | foTo'nistə |

noun informal

1 a composer of fashionable looks and true-to-life digital images — passionate to tell her world, her story.

2 a devoted follower of the digital photography lifestyle: distinctive moments, experiences and people that press all the photonistas' buttons.

ORIGIN 2010s: from photography + Spanish suffix -ista, as in Sandinista, terrorista.

There's a new generation of highly social and adventurous femininity: The Photonista. She lives to tell the world her story — frame by frame. She captures her passions and desires in the most distinct of images. She shares her world the way she lives and feels it. The foodie Photonista makes art of this evening's Indochine dish. The jet-setter updates from undiscovered beaches. The fashion hunter finds fresh streetstyles from Fifth Avenue to Ginza. The Photonista is taking the foreground like it's nobody's business. She composes fashionable looks and true-to-life digital images. She shares her passions and her world, in her style. Look Out. We're bringing the Photonista into focus. Lumix. For Every Photonista

Runway Rebel :60 TVC

Campaign 360 Overview

Digital

Out of Home

Microsite

Event — Step & Repeat

Event Activation

THE CHALLENGE

Panasonic was launching the Lumix GX1 — their flagship mirrorless camera. The target: fashion-forward women. But "fashion-forward women" is a demographic, not a movement. We needed language that would make the audience recognize themselves. We needed to name the tribe before we could rally it.

THE INSIGHT

She wasn't just taking photos. She was composing her story, frame by frame. Sharing her world the way she lived it. From Fifth Avenue to Ginza, from Indochine dinners to undiscovered beaches — she was the author, curator, and protagonist. She needed a name that matched her confidence. We coined the word: Photonista.

THE WORK

We pitched from opposite sides of the world — New York and Kuala Lumpur. We won. I flew to Malaysia for three months. We launched with "Runway Rebel" — starring Miss Universe Netherlands 2012, Nathalie Den Dekker, as a model who turns the camera on herself mid-show. Directed by New Zealand filmmaker/photographer Peter Bannan. Then rolled it out 360: print, digital, OOH, microsite, events. Filmed in KL and Tokyo. The campaign defined the tribe and gave them a platform.

THE IMPACT

"Photonista" became the rallying cry. The word gave a generation of fashion-forward photographers their identity. The GX1 launch succeeded because we didn't just sell a camera — we named a movement. And when you name the tribe, they show up. This campaign spawned Lu.V. Tokyo and the broader "For Every Photonista" platform that ran for years.