We launched the new Lumix G series targeted squarely at women who love to share their lives through digital photography. Coining the word Photonista and leveraging Panasonic’s Brand Ambassador, Nathalie den Dekker, and her status as Miss Universe Netherlands, communications across channels captured the spirit of the young, trendy and feminine lifestyle.

When pitching the idea, Panasonic loved the tagline so much they decided to use it for their entire consumer digital photography offering.

The campaign rollout was then split into two phases. The first to introduce “For Every Photonista”, then later on to release the Lu.V series. Where Lu.V, which stood for Lumix + Venus Imaging Engine, became a mnemonic for all things worth capturing and sharing.