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.

2002 GOLD

The instigator

On the brink of becoming a fad, i-Zone from Polaroid needed to become an enduring proposition to survive. Te typical role of "camera as facilitator of connections" was no longer enough. teens need to belong, but when marketers create ads that simply shows "teen connections" it is transparent, superficial and soooo unreal. The campaign positions i=Zone as The Instigator and depicts teens using i-Zone in creative and provocative ways so that it incites the target's own ingenuity, their own unique and practical tool for connecting. The Instigator has given i-Zone an integral role in teens' lives far beyond the superficial, and acknowledged as an enduring proposition for Polaroid Corporation.

Brand: i-Zone from Polaroid
Client: Polaroid Corporation
Agency: Leo Burnett USA
Language: English

2002 SILVER

Visor is

In the fall of 2000 the handheld computer category was defined and owned by one mane Palm. handspring, as the only startup in the mix, was fighting for a distant second place amongst pack of established consumer electronics brands such as Sony, Compaq, Casio and HP. The goals for the "Visor IS" campaign were to break out of the second place pack and establish a distinct personality for Visor. the campaign exceeded all of our expectations, making Visor one of the fastest selling consumer electronics devices in history and establishing the Visor brand as a fresh alternative to the completion.

Brand: Handspring Visor
Client: Handspring,Inc
Agency: Leo Burnett USA
Language: English

2002 BRONZE

A Place Called Sony

The Sony Wega "A Place Called Sony" campaign reasserted Sony's leadership position in the premium color television category by establishing strong Brand Value that elevates Wega above the commoditized category and justifies its premium price with consumers. The campaign built an emotional bond between Wega and the Gen E target, those with an extra entertainment chromosome. It honored the strong connection they have with home entertainment and leveraged Wega's state-of-the-art technology in a way that was emotionally relevant. "A Place Called Sony" presented Sony Wega not only as a quality television, but as a portal to a Zone for Extraordinary Entertainment Experiences -- a means to escape...to "A Place Called Sony."

Brand: Sony Wega
Client: Sony Electronics Inc.
Agency: Young & Rubicam New York
Language: English

FINALISTS

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

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stc Expect the Unexpected