Today at the Consumer Electronics Show in Las Vegas, Panasonic announced the release of its “#WhatMovesUs” campaign, which features Olympic gold medalists Michael Phelps and Katie Ledecky, Paralympic silver medalist Elexis “Lex” Gillette and USA Karate National Team member Sakura Kokumai.
In a video hosted on Panasonic’s website, with digital ads and social posts designed to drive viewers to it, the athletes are shown giving back to society. Phelps instructs young people how to swim, for instance, while Ledecky encourages students to participate in science, technology, engineering and math (STEM).
Panasonic’s campaign wants to expose the more than 100-year-old electronics manufacturer to millennials and Gen Z consumers who might not have grown up with the company, which has transitioned from consumer-facing products to b-to-b offerings, but are increasingly counting on brands to provide leadership on social issues, said Lauren Sallata, CMO of Panasonic Corporation of North America.
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