Sony adds colour to central Stockholm! Martin Kellerman (famous artist, creator of the magazine Rocky) created a motive for a gigantic poster in central Stockholm. The poster site was left unbranded with only the web-address the first 2 days to create curiosity and drive traffic to the web site. After that it was painted live during 48 hours by a team of graffiti artists and art students. We created a campaign web site where the audience could follow the live painting – updated every hour. We also had a competition (to guess end motive) to win one of the paintings. PR to announce the event/create interest for the competition. After 2 weeks, the finished painting was cut down into 40 smaller paintings that were displayed on a public exhibition. After the exhibition the paintings were sold on an auction at Bukowskis (auction house) and the revenues were given to charity.

290,000 people recalled the campaign.High understanding of superior colour quality message.Positive campaign associations; entertaining, different and fun were the most common answers.18% has a more positive attitude towards Sony BRAVIA.40% claim that they are more likely to buy a BRAVIA in the future.