Our planning revealed that although Toshiba were well respected and generally perceived as innovators, this was not always clearly communicated in their marketing. In addition to launching Toshiba EasyGuard and Toshiba EasyMedia, we recognised an opportunity to reinvigorate the Toshiba brand and re-establish it as the pioneer in notebook technology across EMEA. We wanted to avoid any 'the cold machine' clichés linked to notebook advertising, and not just concentrate on visual attractiveness. Our route had to project warmth and emotion by illustrating how Toshiba innovations enhance every aspect of your digital life – whether you’re a CIO who cares about data security, or a twenty-something with a passion for HD. The initial brief was to treat Toshiba EasyMedia and Toshiba EasyGuard as two separate campaigns, but we made the bold decision to unify them, creating a unique, simple and concrete strategy. Immediate and energetic, the concept ‘Bringing innovation to life’ was the best way to convey the brand’s new personality and liveliness. The unique graphic was a notebook bursting open, creating a 3D pop-up world revealing what makes Toshiba notebooks so great – whether at work or play.

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