After New York’s rabbits and Glasgow’s colored little balls, Sony covers Miami with lather for the launch of ‘Like No Other’ campaign
Miami, Downtown, March 9th. – The sun shines, it’s a typical Miami’s summer day. Buildings and neon lights, crowded beaches and beach volley, always the same. But between first and second of Northwest Street, it’s all white. It’s not out of season snow or a mirage: the whitest charm wrapping the entire street is lather. A complete troupe comes out from the huge cloud: a fire brigade’s tank lorry, children jumping for joy, amazed passers-by.
Charm is revealed: the sea of lather is the happening-spot for the launch of the new Sony campaign 2008, tied to digital cameras and Handycam camcorders, able to capture images “Like No Other”. The prepared set has the oneiric charm of a Fellini’s movie. And while television cameras record the troupe, passers-by, journalists from all Europe and more, well then, everybody gets into the soft fray: fun is assured.
The seven-day period recordings involve a 150 people team and more than two hundreds of Miami’s inhabitants, to which it’s been given the opportunity to record and photograph, with Sony equipments, of course, everything that was happening. All that was obviously put immediately into YouTube. Many bloggers were invited to the happening, in order to get more attention to the spot.
Since 2005 Sony has been choosing different cities as background for the launch of its communication campaign. In the beginning millions of little balls were launched from San Francisco’s hills. In 2006 there was the colored paint exploded on a Glasgow’s disused building, last year there were the colored rabbits in New York. This year we have thousands of liters of water and soap launched from specially made machinery, that filled up the streets of Miami with lather for a week. Sony’s campaigns are now so much awaited happenings that gather the attention of media, advertising, bloggers and others. What remains to us is to wait and see what Sony is going to think up next time.
