Sony had been shaken by the competitive marketing aggression in recent years, long after being perceived as the market leader in Consumer Electronics. The brand needed to revitilise itself with a strong emotional proposition to today’s youth, active in content generation and sharing. The task was to create a solution that allows anyone regardless of creative ability, to fully express themselves. At the same time, the solution needed to capture peoples’ imagination without being seen to force marketing messages down their throats. Ultimately, it had to focus on Sony as the enabler of self-expression to trigger satisfaction amongst its users.