Panasonic HX-A100

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Integrated campaign for the Panasonic HX-A100 portable mini-camera

April 2013

Home / "Stop watching, start acting".

Ego perspective / The person filming or user is not only an observer but also right in the middle of the action.

Product presentation / The user experiences the product in action.


. Task: to create an online campaign and a key visual for the Europe-wide print communication for the Panasonic HX-A100
. Target group: aged 25 to 45 years; active, urban lifestyle
. Objectives: to generate awareness for the new possibilities in the area of film resulting from the "hands-free" concept of portable cameras. Show benefits of the Panasonic HX-A100, also beyond the traditional areas of application of the camera (sport and action recordings)


. Idea: "Stop watching, start acting"
. Conceptual design and realisation of an online video, in which the father in a sporty family competes against his kids and their friends in a variety of disciplines
. The user experiences this competition from the ego perspective of the father, as the HX-A100 enables the person filming to be right in the middle of the action rather than an observer, contrary to conventional camcorders
. The commercial communicates and illustrates the functions and the benefits of the Panasonic HX-A100: electronic image stabiliser, slow-motion shots, live streaming in HD quality


. Staging of the product in an authentic environment for the target group; the film is based on the idea of an improvised "family olympic games", providing the storyline and a backdrop for images
. All film shots from the ego perspective were recorded with the HX-A100 and therefore demonstrate that the portable mini-camera achieves different results to conventional camcorders


. In addition to the film: the development of a Europe-wide key visual for print ads and outer packaging

Project period:

December 2012 - March 2013