Sharp Electronics Integrated Campaign
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Sharp Electronics Integrated Campaign

Category
Branding, Digital, Print, Social Media, Strategy
About This Project

The Setup

Sharp had just launched the 90″ AQUOS, the largest LED TV in the world, and the challenge was making people feel that size instead of just reading about it. Big-screen shoppers had seen plenty of “bigger is better” messaging, and a spec sheet can’t tell anyone what 90 inches is actually like from the couch. Sharp needed a campaign that set the AQUOS apart as the big-screen leader, gave shoppers a real reason to move up to 70, 80 or 90 inches, and kept the same energy across every place people would come across it.

What I Led

McGarryBowen created the original “Not for the Faint of Heart” concept and the TV spot, which was directed by Martin Campbell, the filmmaker behind the James Bond films GoldenEye and Casino Royale. The spot set the tone with a luger racing down the ice, a teen flipping off a rooftop and a skydiver dropping toward a cliffside, all shown at life size and in first person. The line pulled it together: breathtaking color, spine-tingling depth and way bigger than life.

We took it from there. I led the creative and design work that carried the idea into a fully integrated campaign across print, outdoor, retail, digital, social and experiential.

What We Delivered

Print and outdoor. The print spreads and outdoor turned the athletes into bold, single-minded visuals.

The 90″ microsite. The microsite let people pick their thrill and compare screen sizes side by side.

Social. “Pin It, Tweet It, Win It” turned social sharing into weekly chances to win a new AQUOS, and the Ultimate Tailgate Experience Giveaway brought the campaign to football season.

In store. A demo wall, an interactive kiosk and point-of-sale pieces let shoppers feel the difference at full scale.

More ways to feel it. We also designed a way for people to see a 90″ on their own wall, a touring heart rate challenge where guests rode the runs in first person, and a campaign dashboard that tracked how all of it moved the 80″-and-up category.

Outcomes

The campaign gave Sharp one clear, ownable idea that worked in a 30-second spot and on a shelf tag alike. Every piece pushed the same message: if you want to feel the action, you need the biggest screen you can get. It reinforced Sharp’s position as the big-screen TV leader across its 60″, 70″, 80″ and 90″ lineup, and the 90″ AQUOS became the center of the brand’s story.

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