Sony to debut ‘make.believe’ in Australia Sunday
This Sunday, Sony is combining its expertise in electronics, movies, music and games to deliver its first Australian campaign as a truly united entertainment company.
Sunday marks the launch of make.believe in Australia, spearheaded by a blockbuster TV commercial, created by 180 Los Angeles. A unifying brand idea that spans across all of Sony’s divisions – Sony Australia, Sony Computer Entertainment Australia, Sony Music, Sony Ericsson, Sony Pictures Releasing Australia, and Sony Pictures Home Entertainment.
“make.believe now appears across Sony’s advertising, promotionalmaterials, sports sponsorships, product packaging, retail outlets andonline content,” said Vanessa Hamilton, Group Manager, Brand Marketingat Sony Australia. “The combined strength of the Sony companies willenable us to deliver a more compelling, content-rich proposition forretailers and consumers alike. For example, Sony is involved throughoutthe entire process of 3D – from development, to production of 3Dhardware and content.”
Central to the Australian campaign is the locally created website.The site, created by Saatchi & Saatchi, Sydney, showcases thestories of creators and innovators, designers and engineers, and howSony enabled them to turn their imagination into a reality.
Thewebsite will continue to profile the most compelling stories fromacross the Sony companies over the coming months. Sony will also belaunching an initiative called make.believe Experiences that will giveconsumers the opportunity to unleash their imagination throughtechnology and entertainment. Sony will provide the funding and accessto talent and events to help the selected participants achieve theirgoals.
make.believe will be supported by a major TV campaignacross the Seven network led by a global creative execution, as well asa heavy online to reach Sony’s digital entertainment audiences.
Credits for the commercial:
Agency: 180 Los Angeles
Copywriters: Lee Hemstock, Dario Nucci
Art director: Ben Walsh
Production Company: Biscuit Filmworks
Director: Noam Murro
2nd Unit Director/DP: Toby Irwin
Sr. Executive Producer: Shawn Lacy
Executive Producer: Colleen O’Donnell
Production Designer: Brock Houghton
Stylist: Gretchen Patch
Casting Company: Ross Lacy Casting
Casting Director: Ross Lacy
Editorial
Editorial Company: Bikini Editorial
Editor: Avi Oron
Executive Producer: Gina Pagano
Assistant Editor: Eric Wais, Gus Roman
Completion/Special Effects
Colorist: Mark Gethin
Transfer Facility: MPC
Online/VFX: Animal Logic
VFX Supervisor: Nick Ponzoni
7 Comments
“It’s a rallying cry internally and a reminder to the world that Sony believes anything you can imagine, you can make real,” noted William Gelner, Executive Creative Director, 180 Los Angeles.
No it’s not. It’s a big piece of shit.
heaps.overcooked
For all its hype, its absolutely boring. No insight nor anything unique. Just a bunch of crap stuck together.
Sony try the slogan “still.sh!t”
Yay.
No we have the chance to rip some yank work apart.
It’s fucking shit.
Written by marketing wallys, approved by marketing wallys. God, It’s awful.
Obviously Sony doesn’t figure females in their pitch. Ignoring 50% of the population is a dangerous game. Who would have approved of this immature idea anyhow?
The jap exec must have been getting tekoki while considering this piece of shite. Hey, Sony make quality stuff- why do this?
Did you say ‘jap’?
Jap? That’s nice. Idiot.
Its a corporate video.
awful.