Cannes Lions
HAT, Tokyo / PANASONIC / 2015
Overview
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Credits
Description
The former Kosaka Railway in Akita Prefecture, Japan, closed its lines 20 years ago. Although abandoned, the entire track still remains. Panasonic has continually taken on various challenges to demonstrate the power and endurance of the household battery EVOLTA. This time we observed how far a battery-powered passenger train could run the closed-line, and opened the entire process to the public. This commercial is made from on-site documentary footage, seen from the eyes of former railway employees. The development from clearing and restoring the tracks, making the train from scratch, until the revival run on November 2, 2014 from start to finish is condensed into 120 seconds.
Execution
The former Kosaka Railway in Akita Prefecture, Japan, closed its lines 20 years ago. Although abandoned, the entire track still remains. Panasonic focused on this closed line as a field for promotional development in demonstrating the power and endurance of the household battery EVOLTA, and a household battery-powered passenger train was developed. The usable section of abandoned tracks was fully restored with the help of local residents. To emphasize the battery-operated theme, a toy-like passenger train was designed with a gigantic model of a battery atop its roof to become the advertisement. This became a widespread topic among railroad buffs and others, resulting in a myriad of spectators gathering along the tracks on the day of the train run.
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