In 2016, Sony launched its 4K HDR TV range. The new 4K HDR technology brings for the audience a whole new watching experience. Better technology means customers can see more vibrant and rich colours than ever before with truer shades of black.
To bring customers a strong visual experience and highlight the key features of the new BRAVIA 4K HDR TVs, the design used a colourfully painted facial image as the key hero figure on a rich black background with the theme: Colour is the New Black. On the design layout, the picture extended to the outside of TV frame, hinting metaphorically that the TV brings real life high quality picture and details to the screen.
The CINB campaign was run across ANZ largely on the digital, print and outdoor channels. The success of this campaign was not only reflected in strong sales numbers but also in that it delivered strong recall because the design executed so synergistically on the tagline – Colour is the New Black!