Assembly completes online component of Sony’s latest ‘Be Moved’ campaign via W+K Portland
Assembly has recently completed an online component part of Sony Electronic’s new integrated brand campaign entitled “Be Moved” via Wieden+Kennedy Portland.
The campaign highlights Sony’s “One Sony” corporate philosophy and includes elements from all sister companies, spanning Electronics, Sony Computer Entertainment, Sony Pictures Entertainment, Sony Music and Sony Mobile. Across the broadcast and digital executions, the campaign features a number of stories from interviews with Sony engineers and highlights the innovative products as proof of Sony’s contribution to challenge the status quo.
Says Michael Fasulo, president and COO of Sony Electronics: “Technology is an extension of how we live our lives and the One Sony ‘Be Moved’ campaign tells individual stories of artists and engineers coming together to create experiences that make you feel more.”
The debut creative for the campaign includes a 90-second broadcast spot, called “Join Together,” that takes viewers through some of Sony Electronics’ greatest achievements. Directed by Stacy Wall and filmed on location in Los Angeles, New York and Tokyo, this broadcast spot features acclaimed director Spike Lee (filming with Sony’s F55 4K professional camera), Academy Award-nominated actress Quvenzhane Wallis (starring in Sony Pictures’ “Annie”), actor Grizz Chapman (“30 Rock”) and Columbia Music artist DJ Cassidy.
The spot premiered January 12th during the 71st annual Golden Globe Awards. The campaign will continue with high-impact, culturally-connected entertainment properties, including the 56th annual Grammy Awards, entertainment and social website takeovers and a robust television schedule. Deep integrations with key online and social partners such as Twitter, Gawker and Buzzfeed were added to drive the story and extend the conversation about the brand. In total the campaign is expected to reach over 1.5 billion advertising impressions.
The campaign will be supported by a robust online destination. The “Be Moved” brand experience site allows users to interact with rich Sony product stories, and provides a look inside some of Sony’s fan-favorite products. Each experience is contained in discrete vertical sections that elegantly snap into place as the users scroll down through the content. Additionally, tech and navigational elements subtly float into place, with relation to the background, creating an immersive and vibrant experience.
Several digital executions supporting the One Sony “Be Moved” campaign will also be launching in the coming weeks.
All the creative elements for the “Be Moved” brand campaign reinforce Sony Electronics’ unique position as more than a technology company. Sony is a group of engineers, musicians, directors, actors and artists together working as one to make the impossible, possible.
The creative campaign was developed in partnership with independent advertising agency Wieden+Kennedy, based in Portland, Oregon, and global media agency Universal McCann, providing the media planning and buying services.
W+K PORTLAND
Creative Director: Mike Giepert + Dan Hon
Digital Director: Pierre Wendling
Copywriter: Charlie Gshwend
Art Director: Devin Gillespie
Information Architect: Jason Sack
Creative Technologist: Billy McDermott
Interactive Producer: Tricia Huetig
Account Team: Trish Adams / Diana Gonzalez / Nick Larkin
Executive Creative Directors: Joe Staples / Susan Hoffman
DEVELOPMENT PARTNER
Company: Assembly
Executive Producer: Amanda Chambers
Executive Creative Director: Damon Duncan / Matt Trott
Technology Director: Rhys Dippie
Lead Developer: Jeff Nusz
Developer: Matt Wilson
Lead 3D Artist: Craig Speakman
3D Artists: Geoff Kirk Smith, Marko Mandaric, Gary Sullivan, Alex McLeod, Alex Scollay, Sergey Poltavskiy.
2 Comments
World-class, seamless, lovely. Thanks youse.
Beautiful. Well done Assembly.