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Behind the Idea: Sharp 'More to See'
What were creatives really thinking when they developed the Sharp AQUOS LCD TV campaign 'More to See'?
 Photo print ad: Based on the theme, 'More to See', the campaign's premise communicates how AQUOS better helps people experience and see more of the world by delivering superior colour, detail and sound. Creative team: A collaboration of Wieden + Kennedy Amsterdam, Wieden + Kennedy New York and Wieden + Kennedy Tokyo. Overall charge CD John Jay and CD Samiko Sato. Campaign: Introductory commercial produced by Wieden + Kennedy New York CD Ty Montague and CD Tod Waterburry are shown on local TV in the UK, France, Germany, Italy, Eurosport, Euronews and CNN, followed by a series of three commercials that offer different perspectives on the principal AQUOS attributes of superior colour, detail and sound. The print campaign is led by Wieden + Kennedy Amsterdam, headed up by CD Steve Turner. Both print and TV commercials drive people to experience the integrated website moretosee.com for more information on both the TV spots and product. Idea: To show television in general as an array of emotions you will experience by watching it. TV spots show people with their eyes closed referring to the theme that there is 'more to see'. Where: The idea wasn't born in one place. It was a combined effort of Wieden + Kennedy Amsterdam, New York and Tokyo. Sharp has not run a campaign with any agency for 25 years. They were very protective of their ideas at first. Satisfied: Yes, the campaign is positioning Sharp as more interesting. Comment: This campaign is the first step in developing a far broader communication for the client. |
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posted by BlogFonk: Thursday, October 07, 2004 [#]