The phenomenal success of the Panasonic Toughbook created an entire new category for computers.

“Toughworld” is a place where durability and reliability are the cost of entry. Using the indestructible magnesium-alloy case as the background throughout the campaign, each print ad hammered home a unique set of product benefits to a targeted vertical audience while the TV and web experience spoke to an entire collection of industries, showing how the Toughbook was relevant to every one of them.