A historical device-the classic Chinese medicine cabinet, was re-created to bring the precious memories all back. We installed it in high-traffic subway stations.

What's inside our special memory cabinet? Just to name a few, a water melon plastic ball & white canvas shoes - Basic school football gear in the 70s and 80s; Classic cassettes - Masterpieces of popular idols from the golden era of the 80s; Chess boards - Locally-created entertainment long before portable game consoles. And a lot more items......It brought back people's good old days, and aroused their interest in using Sony High Definition Handycam to preserve the precious memories.

In Q2 2008, Sony Handycam achieved 87% brand preference in the category, which was 22% higher than its closest competitor Panasonic. Over 60% of the consumers considered buying or upgrading to Sony High-Definition Handycam over the next 12 months. Sony’s flagship Handycam models TG1 and SR12, both were exposed in the campaign, ranked top two models for over 6 months in 2008.

The campaign also won The Best Tactical Campaign (Silver) in The Best of the Best MTR Advertising Awards 2008 organized by JCDecaux Hong Kong.