Panasonic

Less Is More

SXSW is an opportunity for brands to promote themselves through elaborate, energy-consuming, wasteful activations.
So, when you're a brand rooted in sustainability, you've got to zig when others zag. That's why for 2025, Panasonic—SXSW’s official sustainability partner—did away with the traditional booth presence, opting to focus on reducing their carbon footprint.
Because less is more.

Role and Results

Acting as the lead copywriter on this assignment, I developed the messaging for this cheeky event activation—or lack thereof—alongside a stellar team of creatives and strategists.

From local airports to the streets of Austin, Texas, our goal was to point out how unsustainable festivals like SXSW are. As such, we suggested Panasonic put their money where their mouths were by using their budget as “official sustainability partner” to effectively not contribute to the typical waste a physical footprint at the booth might have.

Panasonic and its stakeholders were thrilled with this take, signing off on the concept for 2025.