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Panasonic is promoting its latest range of VIERA Neo Plasma TVs with a new campaign based on the colour black.
 
The new executions created by The Campaign Palace are based on the strategy that the depth of black enhances the colour experience.
 
“Superior picture quality is directly related to how black the blacks are," says The Campaign Palace creative director Cameron Hoelter.

"The colours themselves become more vibrant when contrasted with a blacker background. Panasonic’s improvements in Neo Plasma technology have made their blacks an industry benchmark,” Hoelter says.
 
“What with black plagues, black moods, black hats and black cats, ‘black’ has never had a particularly good reputation. But it is however, exceptionally good at one thing. When you put something good in front of it, it sure as hell stands out.”
 
Matt Pearce, group marketing manager, VIERA, Panasonic Australia said: “Panasonic’s Neo Plasma technology really draws the viewer into the picture -- offering the best in picture quality with exceptionally deep, rich black levels and clear, beautiful images, whether you are watching 2D or 3D TV.”
 
The animated creative executions were produced by German illustrator Mark Gmehling and production company Nexus and directed by London team Adam Foulkes and Alan Smith, whose credits include Honda grrr, Lemony Snickett, Thunderbirds and the BBC’s animated comedy show Monkey Dust.  

The TV, POS and DM campaign breaks this week.

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http://www.Youtube.com/PanasonicAustralia   

CREDITS:

Creative Director: Cameron Hoelter
Art Director: Nic Buckingham, Hywel James
Copywriter: Hywel James, Nic Buckingham,
Agency Producer: Katrina Maw
Account Lead: Melissa Gill
Production Company: Nexus
Director: Smith & Foulkes
Illustrator: Mark Gmehling
Media Agency: Universal Mccann