The Barcelona soccer stadium is the biggest in Ecuador. The totality of the field was transformed into a gigantic Bravia screen with “real” full high resolution, during the final season of the local cup.The Full HD concept appeared all around the stadium, on the billboards on all four sides, to support the main message.

A team of 25 people painted and repainted the field before each game.

Impact was immediate among attendants and TV viewers. The TV channel transmitted open shots of the totality of the stadium before and during the game, even from helicopter cameras.

The event received a lot of free press from sports commentators, newspapers and magazines.People even started calling it the Sony stadium.Sony consolidated its image as number one in the category and is top-of-mind among all technology products. In focus groups we discovered that people believe that Bravias’ high definition is superior to that of similar products.