Right to Colour

Background

Panasonic believes in the philosophy of pursuing the passion for photography and its Lumix range of cameras has empowered countless photographers to showcase their talent. Since colours play a crucial role in photography, the camera’s Venus Engine ensures the reproduction of extraordinary colours to make subjects pop in rich colours. The ability to see and capture colours however, is one that is often taken for granted. There are many colour blind photographers who struggle to grasp the colour information. Panasonic wanted to curb this human problem with by empowering this community while building a deeper connection with an audience whose passion for photography is commendable, despite all the hardships the colour blindness deficiency brings.

Idea

#RightToColour was brought alive by creating a special viewfinder that gave a colour blind photographer a window into the world of rich and vibrant colours. The lens used in the viewfinder corrected the saturation and colour balance, helping the user be self-reliant. Panasonic reached out to Hizol Choudhry, an Assam-based colour blind photographer who used the viewfinder for the very first time to great results. The campaign broke with a digital film that brought light to the professional struggles of a colour blind photographer, after which he experiences nature’s rich colours for the first time through an innovative viewfinder.

Results

The campaign generated 24 Million Impressions and 14 Million Views. The response has now pushed the brand for more research to implement the technology in future models.