CLIENT
Sony Electronics Inc.
Mike Daudet, Sr. Mgr.-Comm. Mkt. Rsch.
Kevin Berman, Sr. Mgr.-Corp. Mktg. Group
AGENCY
Mike Allen, Mngng. Part.
Kelli Stam, Acct. Dir.
Christi Tucay, Acct. Mgr.
Sebastian Gunnewig, Planning Dir.
Adam Chasnow, Creative Dir.
Yo Umeda, Art Dir.
William Gelner, Exec. Creative Dir.
Tyler Hampton, Creative Dir.
Universal McCann
PowerPact
Alternative & Innovative Marketing
Zaaz
SUMMARY
Demonstrating that it knows more about high definition than any other brand, Sony provided a unique reason that substantiated its position as the brand that owns HD. This campaign broadened the market beyond HDTV into related HD product categories, positioning Sony for future growth and bolstering previously eroding key brand measures. "HDNA" not only helped Sony drive business, it confirmed the brand as the best choice for all things high definition and reestablished Sony at the top of the market.
