Sony Design & Branding MAKE.BELIEVE by Freestate

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Industry Business equipment & services, Corporate Image
Media Design & Branding
Market United Kingdom
Agency Freestate
Associate Creative Director Jeremy Hutchison
Creative Director Adam Scott
Art Director Brian Edmonds
Released September 2009

Credits & Description

Category: Environmental Design: Semi-Permanent
Advertiser: SONY
Product/Service: SONY
Date of First Appearance: Sep 2 2009 12:00AM
Entrant Company: FREESTATE, London, UNITED KINGDOM
Managing Director: Ben Johnson (FreeState Ltd)
Creative Director: Adam Scott (FreeState Ltd)
Line Producer: Morris Lyda (FreeState Ltd)
Associate Creative Director: Jeremy Hutchison (FreeState Ltd)
General Manager: Kim McCarthy (FreeState Ltd)
Art Director: Brian Edmonds (FreeState Ltd)
Technical Director: Peter Mader (FreeState Ltd)
Construction Coordinator: Brett Bartlett (FreeState Ltd)
Client Director: Eleanor McDonald (FreeState Ltd)
Client Manager: Kathy Stephens (FreeState Ltd)
Head of Graphics: Kathrin Jacobsen (FreeState Ltd)
Sound Designer: Andy Visser (FreeState Ltd)
Animated Content: D-Fuse (FreeState Ltd)
Video Content: The Found Collective (FreeState Ltd)
Media placement: Temporary Exhibition - IFA, Berlin - 02 September 2009

Describe the challenges and key objectives
Sony is an amalgam of the biggest names and entities in consumer electronics and entertainment. Individual product groups and sister companies are sector-dominant with their own significant brands and identities. Rarely are they 'made real' as a unified whole; rarely do they attempt to lead with an overarching brand expression. The project presented a threefold creative challenge: (i) design without any precedent (ii) create a single experience to satisfy multiple audiences(trade, consumer, international) (iii) give it the resonance worthy of a major brand relaunch.

Describe the brief from the client
Design a five-day live experience to launch the new global Sony creative positioning at the world’s largest consumer electronics tradeshow, IFA in Berlin. The exhibition design had to perfectly encapsulate the energy of a born again brand, products, services and content united under the single philosophy of ‘Make.Believe: anything you can imagine, you can make real.’ In addition, there was the corporate imperative to celebrate Sony World Cup football sponsorship.

Describe how you arrived at the final design
We delivered a physical design that both transported visitors into the world of their own imagination and resonated football from every fibre. Our solution was to borrow from the experiences of the world’s greatest stadiums where football is not sport but theatre. Thus, tremulous darkened tunnels leading to a throbbing centre, micro sounds amplified to cavernous resonance, sparks of light connecting into glorious 3D images – in short, a magnetic place that attracted record number of visitors and gave Sony a unique aesthetic direction for the future campaign.

Give some indication of how successful the outcome was in the market
- 177,300 visitors to the Sony hall - Ambitious sales targets were over-achieved - Trade visitors thought Sony was the Top Exhibitor at IFA 09 - Consistently positive feedback on impact for Sony-Retail relationship - Sony succeeded in generating greater media attention and coverage than their competitors - There was a significant uplift on the Sony Net Promoter Score after visitors had experienced the Sony hall