Lumix TZ7 captures the unexpected

Core Facts
• Panasonic is launching a new ad treatment for the Lumix DMC-TZ7 camera, the world’s first digital camera that records motion images in AVCHD Lite
• The ad positions the Lumix DMC-TZ7 as the perfect travel companion – highlighting its ability to capture both still images and videos in ‘HD Lite’ mode
• Panasonic worked with the post-production company of the blockbuster “300BC”, two world-class beatboxers and a professional dancer for the 3D motion element of the campaign, which sees the Statue of Liberty brought to life to the rhythm of beatboxing
• The ad was filmed in New York City, and is being rolled out across Europe on TV, in print, online, outdoor and at Point of Sale
• The latest in Panasonic’s award-winning Lumix line-up, the TZ7 features 12x optical zoom and shoots with up to 10-megapixel resolution, allowing users to capture all the sights and sounds of their travels
• The Lumix TZ7 is also the first camera to feature face recognition; remembering and optimising settings for pre-selected ‘familiar faces’

Panasonic is launching a new ad treatment for the Lumix DMC-TZ7 camera; the world’s first digital camera that records motion images in AVCHD Lite. Supporting in-store availability of the TZ7, the ad highlights both the still and ‘HD Lite’ modes, with the main character able to capture not just still but also video images at the quick flick of a switch.

The ad, which was filmed in New York City, focuses on a tourist photographing the Statue of Liberty from a boat on the Hudson River, using her Lumix DMC-TZ7. Two beatboxers start playing and the Statue of Liberty begins to dance to the rhythm. The tourist is able quickly to switch to HD video mode to ‘capture the unexpected’.

The motion capturing element of the creative involved a 3D model, supported internally by a secondary 3D statue, and a professional dancer who performed hip-hop moves with a flame and a book in her hands.

The two world-class beatboxers featured in the ad are Baba Israel and Kid Lucky; Kid will be one of the judges at the Beatbox Battle World Championship 2009, sponsored by Panasonic and taking place at the end of May

Production Partners
• Creative agency: Atletico International, Berlin
• Director: Karl Helzén, Sweden
• Production Company: Tempomedia in Hamburg (overall production)
• Editor and editing company: Samuel Danesi, Digital District in Paris
• Post-production company: Digital District in Paris (3D animation)

Quotes
‘As the Lumix DMC-TZ7 is the perfect travel companion and the Statue of Liberty is such an iconic tourist attraction it made sense to combine the two, but lend a third dimension – that the camera enables you to capture the unexpected.’
Merlin Wulf, Panasonic

‘What really worked was that we created an ad focused on delivering the key messages, benefits and proposition of the perfect travel companion. The whole story revolves around the Statue of Liberty and positions the device as the ultimate in travel devices, helping users to capture the unexpected. The ad perfectly highlights the ability to take high-res still images and switch quickly to HD video when required.’
Merlin Wulf, Panasonic

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