Sony Electronics

Brief:
Launch the latest Sony TV before the FIFA World Cup 2006 (when Sony was not a sponsor)

Insight:
The World Cup is a time when most people change TV

Solution:
Break-through the usual WC clutter of scarves and jerseys and entertain even the once-every-four-year fans

Results:
Best selling WC TV
Gold Lynx 2007, Bronze Epica 2007, Loerie finalist 2007