Sony MYLO
Sony was introducing a product called MYLO (My Life Online) a wireless device aimed at college kids that would effortlessly allow them to text, share and do all things social. Since social networking is all about connecting and belonging, the idea of this campaign was to create a place they could go to become a part of a tribe and learn all about the new MYLO. The answer, of course, was to create the world’s first online thumbternity.
Sony MYLO campaign overview from Baldwin& on Vimeo.
Sony Bravia
Sony Bravia Choose your adventure from Baldwin& on Vimeo.
This is a campaign for Bravia Televisions. The idea was to avoid the conversatin about pixels and aspect ratios and get to the truth of the matter. There’s tension between Men and Women about getting a big television. Guys want a big-assed television with a great picture and women want something that has a great picture and looks great in the room. The idea of the campaign was to use Tivo to let people watch a commercial and choose an ending tailored for either men or women. The message, Bravia is the first HD TV designed for Men and Women.
Here are a few of the spots themselves.
Sony Bravia, Heart from Baldwin& on Vimeo.
Sony Bravia, Shoesical from Baldwin& on Vimeo.
Sony Bravia, Coach from Baldwin& on Vimeo.
Sony Lodef Theater
This is a campaign for Sony HD televisions, The Fight was featured in Adweek’s best spots.
This campaign answers the question all HD television manufacturers face when selling their televisions: How do you feature superior image quality when your customer is watching a commercial on an inferior television.
Sony, Lodef Theater, The play :60 from Baldwin& on Vimeo.
Sony, Low Def Theater, Kentucky Vs. Duke from Baldwin& on Vimeo.
Sony LoDef Theater, The Fight from Baldwin& on Vimeo.