THE DUMBBELL HEADPHONE PACKAGING
| Title | THE DUMBBELL HEADPHONE PACKAGING |
| Brand | PANASONIC |
| Product/Service | PANASONIC RP-BTD 10 HEADPHONES |
| Category |
D05. Other packaging |
|
Entrant Company
|
SCHOLZ & FRIENDS Berlin, GERMANY
|
|
Advertising Agency
|
SCHOLZ & FRIENDS Berlin, GERMANY
|
Credits
| Matthias Spaetgens |
Scholz/Friends |
Chief Creative Officer |
| Robert Krause |
Scholz/Friends |
Chief Creative Officer |
| Olivier Nowak |
Scholz/Friends |
Creative Director |
| Ralf Schröder |
Scholz/Friends |
Art Director |
| Timo Glosemeyer |
Scholz/Friends |
Art Director |
| Cedric Soltani |
Scholz/Friends |
Photographer |
| Benjamin Gülker |
Scholz/Friends |
Account Manager |
| Benito Schuhmacher |
Scholz/Friends |
Agency Producer |
| Danny Clasen |
Panasonic |
Marketing Communication Manager |
Brief Explanation
Panasonic is one of the most important innovators in electronic products worldwide. With a focus on providing “A Better Life, A Better World” for each individual customer, Panasonic manufactures headphones of the highest quality. As competition in this market increases sharply, our task was to develop a packaging that assists the Bluetooth® RP-BTD 10 overhead with its outstanding sound in entering the ring forcefully and with impact.
The Brief
The RP-BTD 10 Headphones let users enjoy music the smart way. Their 40-mm drivers produce a dynamic bass sound, and the supported aptX® codec reproduces music with minimum degradation of sound quality. While the main competitors try to win market share by fancy looks and designs or boosting bass-frequencies only, Panasonic focuses on the power of a worked-out, balanced and dynamic sound. We called it: Heavy Sound. This required a head-turner.
How the final design was conceived
Looking at objects from specific visual angles sometimes transforms them into something else. That happened, when we were studying the RP-BTD 10 Headphones thoroughly. From a specific perspective, they all of a sudden looked like dumbbells.
Indication of how successful the outcome was in the market
And that was it! Thus, we created a packaging that visualises the headphones’ Heavy Sound by showing their dumbbell-shaped powerful outline. How better could one depict the convincing USP of a strong dynamic sound?