Proximity has created a campaign to launch the GD87 phone and camera with television, cinema, poster and press advertising.
McCann-Erickson is Panasonic's creative agency, but Proximity was appointed for the mobile launch after a pitch.
The first work to break is a cinema campaign that will run in UK cinemas and on television, as well as cinemas in the rest of Europe. It will raise awareness that the GD87 mobile camera can take and send digital pictures.
The ad shows a nervous best man at a wedding who is trying to learn his speech but discovers that he has lost his script. His big moment approaches and he panics. Looking for support from his mates in the room, he then receives a picture message from them showing them burning his speech.
Press and poster work will support the launch of the GD87 in the UK.
Work breaks on 21 October. The product is Panasonic's first mobile camera, but the company has produced a series of digital cameras.
Panasonic spent £3 million on above-the-line advertising in the past year. The majority of this was through McCann-Erickson with creative for products including DVD recorders, audio, microwaves and televisions.
The cinema ad was art directed by Paul Iaquaniello and the copywriter was Simon White. It was directed by Malcolm Venville through Therapy Films. Media is through Universal McCann.