パナソニック | Make New | 2022
Flip It Upside Down, and See the World Anew / Panasonic "Make New"
When a girl touches a piece of fabric, a cold, lifeless blue world instantly transforms into one overflowing with green. This reversal was actually filmed by flipping the entire set and everyone in it completely upside down.
The problem
In 2022, Panasonic put forward an action word: "Make New." It was a declaration to redefine what richness means and to create the standards of tomorrow.
The insight
Rather than explaining a product, they wanted to show a set of values itself. What they landed on was a visual challenge: turning conventional thinking upside down. The idea traces back to a quote from Konosuke Matsushita: "I want to hold ideals that are as big and as high as possible."
The idea
They flipped the entire set and all the people in it upside down, and shot it in a single take with no room for mistakes. Rather than flipping the image with CG, they actually turned everything upside down for real—and that choice reveals a real sense of resolve. good design company and Hakuhodo worked together on it, with Manabu Mizuno, Mizuho Hiruta, and Keita Makino handling planning and production.
What happened
A 105-second concept film and a 30-second commercial were released. The commercial constantly displays a QR code, which, when scanned, leads to the owned media site "Make New Magazine." A new song version by Yaffle and ao was later produced as well.
Afterthought
I never expected that a single choice—flipping everything upside down—could carry so much persuasive power. The message that the future begins the moment you turn things upside down is embedded right into the very structure of the footage itself.
