A sustainability story reimagined for a new generation
Panasonic Corporation of North America is a leader in innovative technologies spanning consumer electronics, avionics, sustainable energy and smart infrastructure. With a commitment to making a positive impact, the company continues to champion environmental initiatives under its Panasonic GREEN IMPACT initiative – aiming to create a better, more sustainable world for future generations.
Panasonic has been a sustainability pioneer for decades – but for Gen Z and younger Millennials in North America, the message wasn’t landing. With growing scepticism around corporate greenwashing, younger audiences were increasingly dismissive of corporate claims, putting Panasonic's decades of authentic environmental impact at risk of being overlooked.
Panasonic needed to connect with a digitally native, values-driven generation. The brief? Make the Panasonic GREEN IMPACT campaign not only visible but compelling, trustworthy and genuine: something younger consumers could believe in, engage with and share.
Over the course of the campaign, Panasonic refined their focus and wanted to prioritise Gen Z even more heavily. This meant our messaging and creative had to adjust in real time to align with this shift.
Our strategy
We started by flipping the traditional model on its head. Instead of speaking to our audience, we invited our audience to lead the conversation.
Using in-depth research and first-party data, we developed three precisely defined audience personas to guide our thinking – each representing a different mindset within our core demographic.
From the empowered environmentalist to the values-driven tech-lover, these personas helped us shape messaging that was personal, urgent and authentic. Our goal: reflect real lives, not just brand values.
Armed with these insights, we developed a bold creative direction – one that merged high-quality live-action with AI-generated anime-style visuals to deliver a campaign that exuded a refreshing fearlessness and a bold energy.
This creative approach was a direct response to Panasonic's shift in focus toward speaking to the heart and mind of Gen Z. While we had existing creative assets in market that spoke to both Millennials and Gen Z, the AI-generated anime-style elements became a strategic pivot to further align with Gen Z’s digital aesthetic and cultural preferences.
The execution
A first-of-its-kind creative concept
The campaign broke new ground by combining cinematic live-action footage with AI-generated anime sequences – a visual language aimed directly at Gen Z. This approach helped us:
- Stand out in cluttered social feeds with scroll-stopping visuals
- Tap into youth culture by aligning with popular digital aesthetics
- Tell human-centred stories in a hyper-stylised, emotionally resonant way
- Introduce in-depth blogs that explore the tangible actions Panasonic is taking toward sustainability, showcasing real results to build trust and credibility.
By adapting our creative in response to Panasonic’s evolving priorities, we ensured the campaign remained not only relevant but deeply engaging for the target audience.
Platform-first content
With our media partner, Thrive Digital, we rolled out a media plan that lived where our audience does:
- YouTube, Meta (Instagram + Facebook) – Eye-catching short-form videos designed for mobile engagement
- Reddit, Snapchat – Platform-native placements with tailored creative assets
- LinkedIn – Targeting the next generation of business purchasers, aligning with Panasonic’s B2B goals
A refreshed campaign landing page tied it all together—immersive, interactive and built to keep audiences exploring.
Agile, data-driven delivery
This wasn’t a set-and-forget campaign. We tracked performance in real-time, optimising creative, targeting and messaging based on live data. This helped us:
- Boost engagement and completion rates across video platforms
- Increase clicks and time on site
- Surface new organic insights to shape future iterations
Ad impressions
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