Electronics

TVs, radios, mobile devices, home entertainment, laptops, tablets, cameras, computer hardware, game consoles, drones, external or integrated VR/AR devices, sound systems, etc. Electronic devices may be aimed at consumers or businesses.

2011 SILVER

Photography Beyond the Still

Canon was locked in an arms race with its closest competitor, Nikon, for dominance in the DSLR camera category and had fallen behind. Canon had a compelling new featurefull HD videobut how to get consumers to look at the functionality of their product in an entirely new way? "Beyond The Still"generated excitement and buzz for a new capability that led to a 10-point leap in dollar market share, reclaimed Canon's #1 position, and spearheaded a visionary user-generated video contest that generated more than 57 million media impressions.

Brand: Canon EOS Cameras
Client: Canon USA, Inc.
Agency: Grey
Language: English

2011 SILVER

It Only Does Everything

Once an industry leader, PlayStation stumbled when it launched the PS3. It was too expensive and too intimidating, so people didn't understand everything it could do beyond gaming, like Blu-ray movies, video downloading, wi-fi and more. Our communication strategy needed to deliver this information and in a brand voice that welcomed a wider audience while also staying credible with core gamers. Since its launch, the 'It Only Does Everything' campaign, featuring the likable Kevin Butler, has boosted PS3 sales by 65% and made PlayStation into an iconic brand once again.

Brand: Sony PlayStation
Client: Sony Computer Entertainment America, Inc.
Agency: Deutsch Los Angeles
Language: English

2010 GOLD

'There's an App for That.'

When Apple's App Store launched, the concept of a mobile app hardly existed. Our challenge was to help people understand apps as powerful and useful tools, that would change the way they think of a phone. But many of the first, most prominent apps were frivolous novelties. By curating a useful app experience, "one app at a time" and using media to recommend apps to specific audiences, we were able to show that no matter who you are or what you need to do, "There's an App for That."

Brand: Apple
Client: Apple Inc.
Agency: TBWA\Media Arts Lab
Language: English

FINALISTS

Samsung Samsung’s American Dream: Taking Foldables from Social Suicide to Apple Antidote

ARCTIC ARCTIC - FORGOTTEN, THE MOST SUSTAINABLE BRAND FROM YOUR WARDROBE

stc Expect the Unexpected