SONY ELECTRONICS
Mike Daudet
Kevin Berman
Sr. Mgr.-Comm. Mkt. Rsch.
Sr. Mgr.-Corp. Mktg. Group
180LA
Mike Allen
Kelli Stam
Christi Tucay
Sebastian Gunnewig
Adam Chasnow
Yo Umeda
William Gelner
Tyler Hampton
Mngng. Part.
Acct. Dir.
Acct. Mgr.
Planning Dir.
Creative Dir.
Art Dir.
Exec. Creative Dir.
Creative Dir.
UNIVERSAL MCCANN
POWERPACT
ALTERNATIVE & INNOVATIVE MARKETING
ZAAZ
Weyerhaeuser
WEYERHAEUSER CO.
Shannon Hughes
Dir.-Bus. Collaboration
DAILEY
Bruce Miller
Steve Rabosky
Tom Lehr
Jean Grabow
Mark Rouse
William Waldner
Aroon Mukhey
Bryan Carroll
Rebecca Arnal
CEO
CCO
Exec. VP-Mngng. Dir.
Sr. VP-Mgmt. Super.
Sr. VP-Creative Dir.
Sr. VP-Creative Dir.
Sr. Copywriter
Sr. Art Dir.
VP-Acct. Super.
HDNA
Demonstrating that it knows more about high definition than any
other brand, Sony provided a unique reason that substantiated its
position as the brand that owns HD. This campaign broadened
the market beyond HDTV into related HD product categories,
positioning Sony for future growth and bolstering previously
eroding key brand measures. “HDNA” not only helped Sony drive
business, it confirmed the brand as the best choice for all things
high definition and reestablished Sony at the top of the market.
GROWING IDEAS
Weyerhaeuser needed to reinvent its image. The campaign’s
challenge: Update the vitality of the Weyerhaeuser brand by
taking credit for the company’s many cutting-edge ideas and
products. The campaign significantly increased traffic to the
Web site versus the prior year and at a significantly increased
click-through rate. At the site, visitors got a fascinating tour of all
of Weyerhaeuser’s innovations and left them with a more positive
opinion of the company.
