The Chinese red is a very delicate colour. It is rich, intense and symbolically used in every Chinese festival. Every Chinese person is familiar with this colour. In the LCD television market, Bravia is the only brand with the technology to reproduce its exact tone, character and nuance. The competitors’ reds were either too washed-out or overwhelming.

We knew that it wouldn’t make sense to rely only on a commercial to deliver this key message to China, especially when most of the television sets at home were of inferior picture and colour quality. The only way was to get as many people to see it for themselves on a Bravia at the Sony Gallery or at electronic stores.

We collaborated with 3 renowned and respected Chinese artists to create a series of red-themed high-definition contents. Peter Pau – the Oscar-winning Cinematographer who shot “Crouching Tiger, hidden Dragon”, Sylvia Chang – China’s multi-award-winning Actress turned Director and Lu Sheng Zhong – a contemporary artist, responded passionately to the project.

Their contents were created, shot and graded for optimal visual quality on a Bravia. 30-second commercials served as trailers where our Bravia-ists inspired and invited the consumers to see it for themselves on a Bravia near them.

After the commercial aired, the Sony Galleries around China were flooded with potential buyers and “colour enthusiasts”. At the electronic stores, consumers would insist that they tested the TV set with red-themed contents. Before the Bravia-ist campaign, consumers had to seek the advise of shop assistants (we know how reliable and honest they are), but now, they can judge for themselves. We’ve imbedded red into the minds of our consumers and they’re using it as a yardstick and criteria in their buying process.