Best Electronics Online Video

OBJECTIVE:
Engage readers with custom videos to increase interest in Sony electronics as holiday gifts.

STRATEGY:
The most satisfying gifts to give are the ones you’d want yourself. Following the insight of 'If you love it, you love to give it,' the Conde Nast Marketing Solutions team sourced 10 trailblazing talent to profile and produced a multi-part video. The campaign creative ran in Best Buys and retailers nationwide, in Sony stores and on sony.com. Unlike other programs, this series was contracted as a non-media, creative-only partnership given Conde Nast’s trendsetting reputation and authority in lifestyle content. This series, entitled 'Love to Give,' consisted of 10 one-minute videos and 10 15-second videos. The narrative focused on how giving was woven into each individual's personal/professional life, and how giving a tangible gift is often also giving an emotional gift. For example, an action cam is like giving the gift of motivation. A theme was tied to each of Sony’s music gadgets (headphones, docks), photography equipment (lenses, cameras), computing gear (tablet, laptop) and video attachments (HDTV, projectors). The sets varied from a boat on the Hudson River to bake shop’s back office. In order to tie all the sets together the team used wardrobe (wine colors and warm reds) and soft, bright lighting on set. The graphics package of bold reds with knockout type and product shots further drove home the brand and product. And the music choices were blends of horns, bells and beats to leave viewers with a cheerful, optimistic feeling.

Contributors:

Executive Creative Director :	Michelle Cardone
Creative Director :	Alejandro Santandrea
Design Director:	Shaun Gough
Art Director:	Alison DeBenedictis
Project Manager:	Rachel Knies
Copywriter:	Kathryn Casey, Katie Sherman
Production Company:	Greencard Pictures
Director :	Andrew Zuchero
Editor and Visual Effects:	Bill Kemmler and Meade Barnard
Sound Design:	Silversound

THE STUDIO AT CONDE NAST

Location: USA