Balls
Award: Graphite Pencil
Graphite Pencil / TV & Cinema Crafts / Direction / 2006
The move from the old Cathode Ray Tube televisions to digital LCDs made it harder for Sony to justify a price premium. Most flat-screen TVs look the same and digital technology is a leveller as far as product features are concerned. In order to maintain Sony's leading position the BRAVIA range was launched with a campaign that delivered an emotionally powerful experience. This went beyond the rational, feature-led work of the competitors in this category, and claimed the ultimate consumer benefit of better colour, using the line 'Colour Like No Other'. It had to be like no other. It also had to be simple enough to work for anyone, regardless of demographics or cultural differences, in over 40 countries. The visual metaphor of 250,000 brightly coloured bouncy balls was chosen to communicate 'colour'. The 'like no other' effect was communicated by dropping these balls down the steep streets of San Francisco and shooting them live. The stripped down guitar track from Jose Gonzalez was used to create the desired sense of joyful calm and the childlike simplicity of the balls.
Are you credited on this winning entry?
If you've been awarded Wood Pencil or above, drop us your details for further information about how you can order your D&AD Pencil. If you've previously won In Book or a Nomination and would like to celebrate your achievement with a Wood or Graphite Pencil, please let us know.