Cannes Lions

MINIDISC PLAYER

TRIBAL DDB NORTH AMERICA, New York / SONY / 2002

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Brief: "Walkman" is a generic product category? That's what Generation Y seemed to think. To them, the long-running innovation behind the Sony brand was imperceptible. So we needed to make it scream. First, by educating them on the core benefits of the Sony MD Walkman Recorder, the halo product, second, by providing them with unforgetable brand experiences, and finally, by leveraging Sony's silent spokesperson and arbiter of cool - a blue, furry alien named Plato whose Walkman provides an uninterupted soundtrack to his life.Solution: Make it relevant to the context: because consumers are seeing the ad on their computers and the Sony MD Walkman Recorder lets you record music from the Net (and a PC), we could show a "literal" product demo instead of just telling them what the product does. With the help of Eyeblaster technology, we had Plato "record music" from their computers.

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