Sony Vaio

This month, Sony VAIO/Latin America is releasing its new line of colored FJ notebooks with help from an integrated campaign developed by independent agency Ignited Minds of Marina del Rey, California.

In print executions, the vivid nature of the notebooks is depicted through a series of colorful drips rolling off the base of upright computer tops and continuing down the pedestal upon which they are resting.

sony vaio

Billboards take a similar but more 3-dimensional approach, as the drips roll off the boards and settle in pools on the sidewalk below.

sony vaio

In another print execution created exclusively for architectural magazines, the assorted FJ line is bound into the spine in the form of a color swatch.

sony vaio

Additionally, a 30-second TV spot shows 1,072 notebooks arranged in a grid pattern that creates an animation through the perfectly choreographed opening and closing of the machines.

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Download this clip (.wmv)

“The desired effect was to have consumers experience the body of work and know that VAIO truly embraced the colorful side of Latin American culture,” says AD, Christian Osmers.

All executions were tied together with the line “Color Like No Other,” reinforcing that VAIO is the first brand in Latin America to offer colored notebooks.

Full Credits:

Agency: Ignited Minds, Marina del Rey, CA
CD: Mike Wolfsohn
ACD: Tim Washburn
AD: Christian Osmers
CW: Dave Muraca
Agency Producer: Diego Espana
Photographer: Toby Pederson
Agency Composer: Brian Kessler
Animation Company: Reality Check, Hollywood, CA


[...]  Adverbox highlights a new campaign from Sony for its line of colored notebooks computers which consists of television, transit and magazine. It was created by Ignited Minds.- American Copywriter says leave the industry jargon out of your ads and remember to speak in your target audience’s language, not your own. [...]