Tough Book International


£1 million

Lead target already achieved

Brand’s respected

personality maintained

Engaging messaging

Created for an international market

Creative, digital and print

Insight and planning
Animation, press, direct mail

Panasonic Business wanted to be seen as a superior, stand-alone brand which was brave with creative and broke the mould of generic industry advertising. And this was something we knew we could help them with.

With competition within the range from Samsung and HP, we needed Panasonic to be front of mind when businesses were on the lookout for technology upgrades / replacements. And we would need their communications to be less ‘same old’ and more engaging to make consumers want to be part of the ‘story’, as well as to increase click through rates and drive sales.

So we had to break the mould. And we had to do this for an international market.

We designed a campaign that would communicate a direct message of superiority over your company’s existing devices, but using a visual language that would ‘kill them softly’.

However, the gentle wit of this campaign shouldn’t be underestimated; it disguises no-nonsense messages that its business audience will relate to, without compromising this respectable brand’s personality.

The campaign is still live, and since the campaign launch, Panasonic Business have already hit their million pound qualifying lead target, with Part 3 of the campaign just launched.


  • Copywriting
  • SEO
  • Digital
  • Creative
  • Marketing
  • PR
  • Animation
  • Planning
  • Video
  • Social media
  • Branding