LUMIX: Stained

Every marketing leader should know the importance of reaching the Gen Z audience by now and the role that video plays in doing so. While targeting Gen Z seems like the obvious move for many decision-makers and their brands, knowing how to approach them and build a successful awareness campaign with unique, memorable content is harder than it seems. Panasonic is a worldwide leader in electronics and technology solutions, well known for their consumer products. Following the launch of Panasonic's LUMIX camera line, the company wanted to make a big splash around the products in order to drive brand awareness and build perception of the cameras' abilities to the younger audience. Panasonic teamed up with IMGN Media to secure influencer partnerships, create custom content through a series of videos, and generate tactical paid media campaigns – which included bringing together 4 emerging filmmakers to recreate iconic scenes from Shakespeare, showcasing the quality and capabilities of the LUMIX camera line. As one of the main parts of the paid media campaign, New York based Film director Mike Klubeck used the LUMIX S5 to produce a modern-day adaptation of the famous sleepwalking scene from Macbeth, in which a woman is haunted by the ghost of her deceased lover. Titled ""STAINED"", the video made up a significant portion of the overall awareness campaign which resulted in a total of 26.3M impressions, 12.6M video views, and 3.7M engagements across Instagram, Tik Tok and YouTube.