The creative solution was to show the product shot on the spine of various magazines at actual size.

This one-off tactical execution worked with a broader print, outdoor and online campaign to communicate that Toshiba are not only ‘leading innovation’ when it comes to the world of notebooks, they are also innovative in marketing them.

The Australian campaign work was so successful commercially and from a brand perspective, that it was picked up to run globally, beginning early 2012 in seven countries throughout Asia.