Sony ‘Make.Believe’ advert

Agency: 180

Client: Sony

Sony has launched the global brand initiative make. believe, a project created by creative agency 180 that aims to unite Sony’s entertainment and electronics businesses worldwide for the first time ever in the company’s history.

The campaign demonstrates Sony’s spirit and tradition of creativity and innovation. make.believe (pronounced make dot believe) stands for the belief and power of creativity and the ability to turn ideas into reality.

The ‘dot’ represents Sony, symbolising the place where great things begin, where inspiration meets creativity and creativity meets reality.

“As we move to transform Sony and integrate the very best in electronics, entertainment and technology into the homes of our customers, the importance of an all-encompassing and unified brand image is more important than ever,” said Sir Howard Stringer, Chairman, CEO and President of Sony Corporation.

“In addition to reigniting the innovative spirit of our employees and our products, make.believe will differentiate us from countless competitors and inspire consumers around the world to embrace all that is Sony.”

The campaign proves to be the ultimate collaboration effort for 180, with its offices in Amsterdam and Los Angeles working together alongside Sony to complete the colossal project.

The result is Sony’s first single overarching brand message that unites Sony’s communications efforts across electronics, games, movies, music, mobile phones and network services.

The campaign breaks in the UK in November with a 60 and 90 second film running in cinema.
Cinema will run in major markets and television in select markets across Europe.

In addition to digital, out-of-home and print, the campaign will include the production of “videographies,” minivideo biographies that tell an authentic story of a particular person or group, and how Sony has helped make their imagination reality.

These 90 second videographies will appear on YouTube, Sony.com and other Sony online properties and throughout Sony-owned retail stores.