Campaign Proposal for Sony Corporation. 

ISSUE: before the 1990s and technologic revolution Sony was a guarantee of quality. 

In fact, when the management model shifted from a high specialised vertical integrated one, which was the Japanese pillar together with the heavy engineering centred production culture, to a horizontal one with corporates ordering products at a low cost price in other countries and worrying just about specialisation in assembling, marketing and customer service, Japanese colossus had to fight back.

In the present days the competitors are amazingly good.

INSIGHT: Japanese culture, and therefore SONY, is still a unique culture, striving for high quality, never avoiding high level of responsibility and result centred. 

CAMPAIGN: The Campaign for Sony is to underline the three core assets that come straight from the Japanese culture and together bring a long term (generational) perfection of the product. So it is the case to trust the Japanese coherence.

HEADLINE: 

ENTERTAINMENT MADE TO LAST

p.s. I do not own the rights to use the Sony name. This is just an inspired work I did.

Thank you

Aseet 1: TRADITION

Asset 2: DESIGN

Asset 3: CARE