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Award: Wood Pencil

Wood Pencil / TV & Cinema Advertising / TV Commercials 21-40 seconds / 2010

In 2009 Panasonic released the first tough digital still camera with unparalleled resilience, high definition stills and high definition video recording. Prior to the launch, consumers were frustrated at missing great picture opportunities because they were afraid to take their camera to places it might get damaged; or, if they already owned a tough camera, the picture quality was compromised. Based on the insight that consumers wanted a tough piece of camera equipment that also delivers great picture quality, whether you’re shooting stills or movies, ‘Climber’ really demonstrated that the closer to the action you are, the better it gets. Our man couldn’t have got any closer.

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