Sony Make.Believe

It has already launched in Europe, I saw Sony Make.Believe signs in the Panama City airport last week, but, at last, this new campaign for Sony has finally reached the U.S. and I am proud/thrilled to see it here.

While I was not part of the concepting of make.believe, during my time at 180 LA, I was thoroughly indoctrinated in the campaign, even working on some projects that will branch out of the philosophy of make.believe.

I don't think people realize what a big deal it really is for Sony--a brand which straddles so many different fields: music, entertainment, electronics, gaming, and computers--to have a unifying message/ideology of being a brand of imagination and realization. Drawing on the early history of its dichotomous founders (as I believe many brands should look at their birth for a sense of identity), Sony is striving to position itself as a brand that is not only visionary and imaginative internally, but that allows people to realize their own visions through Sony products.

Having worked with some of the marketing and R&D people at Sony, I can see that this new philosophy has already inspired and excited some of the people at Sony and motivated them to change the way they approach product design. I hope this philosophy becomes truly infectious at Sony and I am eager to see what comes out of Sony (and 180) in the next few years.

I was little miffed to see that no planners were credited in this long list of credits in an article by Media Post's Agency Spy. Ah well. Planning is fun enough with accolades.