GLOBAL – January 23, 2014 – International marketing communications agency Amsterdam Worldwide has revealed its latest campaign to support Intel powered 2-in-1 devices.
The campaign illustrates the versatility of the Sony VAIO® products, which share tablet and laptop PC functionality in one device making the geek and the creative in each of us equally happy.
"We all have two sides to our personality, and we are frequently alternating between them. One half needs to write tomorrow’s presentation, yet the other half wants to watch the latest cat videos on YouTube. Sometimes we need to work, and sometimes we need to play," Amsterdam Worldwide said in a press release.
In the rapidly growing market of PC-tablet 2-in-1 machines, the featured products, Sony’s three offerings – the VAIO® l Flip PC, VAIO® Tap 11, VAIO® Duo – allow you to choose the one whose mode of laptop-to-tablet conversion best suits your lifestyle, they said. Powered by a range of Intel® processors, including the Intel® Core™ i5 processor, each lightweight device can seamlessly transform from a fully-loaded PC into a multi-functional tablet, and back again – you can change its form as easily as you can change your mind.
The ‘Both of You’ story at the center of the launch campaign is composed of a series of online vignettes involving three 2-in-1 characters. Set against a beautifully sparse would-be café backdrop, each character engages in an externalized battle of wits between their two selves. Except in this particular battle of wits, equipped with a Sony VAIO®, they both win. And life is good when everybody gets their way.
Johan Koning, Partner Marketing Account Manager, Intel, commented, “Amsterdam Worldwide has established a reputation as expert in digital storytelling and the team there has really captured the essence of the stellar 2-in-1 device range with this campaign.
Renee Branski, Director of Business Development, Sony, commented, “Sony and Intel partnered on a creative co-marketing initiative that highlights the exquisite design of the VAIO devices and truly showcases the experiences in both productivity and play”.
According to Richard Gorodecky, Executive Creative Director at Amsterdam Worldwide, “Our tech devices have become very personal extensions of ourselves – the question is ‘which self?’ We all have more than one. Now there is truly one device that can handle both of you, so we created a story to bring that to life.”
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The films were directed by L.A.-based Canadian filmmaker/novelist, Matt Bissonnette, who brought his own unique style to the complex task of capturing two sides of the same person – a natural fit it seems for the lawyer-turned-director.
The campaign is the latest work by Amsterdam Worldwide in its ongoing relationship with Intel – whose previous work together includes the acclaimed Visual Life campaign – while it marks their first collaboration with Sony and Intel jointly. The agency is proud to be part of such a key product launch for the two tech giants.
Amsterdam Worldwide CEO Brian Elliott said, “Sometimes a product delivers on its promise in an incredibly elegant fashion. We created a storytelling platform to let Sony’s products speak for themselves, and in doing so let them speak for the brand. Less is more.”
The videos were released in December in advance of the online campaign launches in the US, on platforms such as YouTube, AOL and Hulu, on January 27. The campaign will launch in other international markets including Japan, Asia, Europe, and Latin America.
