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theBuzz:   What We've Been Up To

Panasonic hired Paradigm Shift Worldwide to design a multi-level branding initiative at the Auto Club Speedway during the infamous Nascar race weekend. Creating a grand and distinctive Panasonic presence accentuated with a Hollywood theme, Paradigm turned four dedicated areas of the Speedway into a "Panasonic Getaway," each with a different yet targeted look. "Panasonic's Paradise" treated key executives and press to a fun, tropical getaway, featuring an outdoor "patio" with thatched hut umbrellas, outdoor lounge furniture, wading pools, exquisite tropical foliage, palm trees and rock waterfalls. Inside the air-conditioned tent, guests enjoyed a tranquil atmosphere, complete with furnished cabanas, café tables and stylish buffets - all accentuated with tropical foliage. Offering a quiet meeting space, Paradigm revamped the company RV into the "Panasonic High-Def Playroom," wrapping the exterior with inventive graphics branding key Panasonic messaging, and remodeling the interior with modern furniture and accessories, along with plasma TV's, including a 65" mounted in the main lounge area. In the FanZone, the "Panasonic Chill Zone" tent offered an escape from the heat with an air-conditioned tent touting Panasonic's signature 103" plasma, along with custom light boxes displaying key graphics from Panasonic and three partnering film studios. Adding a clever tie-in, Paradigm approached Warner Bros. with the opportunity to showcase Speed Racer via an exclusive movie screening for race fans, along with a branded tent that included a life-size fiberglass replica of the Mach V.