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Campaign creation for a world’s first

The 3LCD laser projectors are a technological first for Sony. They lead the industry as the world’s first combined 3LCD and laser technology projector.


Valiant was appointed to design the overarching creative to launch the world’s first 3LCD Laser Projector into the European market to generate awareness and sales. We needed to capture the innovation, engage the audience and differentiate the product in the marketplace.

How could we make sure our audience gave this brilliant Sony product more than a fleeting glance? It needed to be clever, amusing and translate well across the multiple European markets Sony is involved with.


After exploring many concept directions and covering the studio walls with ideas, Sony were inspired by our ‘See things in a new light’ direction. Our favourite advert of the three we created, cleverly titled “Dan & Dog”, was shot in the Valiant office garden, with Rudy, a borrowed terrier, and Dan our web guru proving his versatility again. Whoever said not to work with animals or children is clearly not entertained by the brilliant animal antics involved in trying to get a perfect shot.

Sector specific sales

Following the launch Sony wanted to specifically target the Education sector –prolific users of projectors but a difficult market to gain traction in. We set to work putting together their proposition for the Education sector, which then formed the backbone of the sales pack we produced to illustrate the benefits of their product range. We organised, managed and creatively directed a photo shoot at the University of Surrey to ensure we avoided the typical “library shot”.

Of course, being Valiant, we didn’t want to just deliver a sales pack. We wanted to make an impression on a University’s AV manager. We wanted to ensure that a school’s financial controller remembered Sony’s products. So we created a box which was exactly the size of a scaled 3LCD laser projector – the lead product. On opening the box each recipient was presented with all the literature they needed including a benefits brochure, case studies, press clippings, a presentation on a USB and a lens shaped pot of tasty RGB jellybeans.


The campaign delivered a series of different print adverts, web banners and emails all translated for each individual market. The education projector packaging was a brilliant leave behind that helped differentiate Sony’s products and approach from the rest of the market. Amazingly everything was delivered within tight timelines to meet the first launch deadline and was incredibly well received by the markets. We continued to support Sony over the following months as the campaign rolled out.

Award Winning Designs

We are all incredibly chuffed at winning the Solutions Award for our creative packaging idea for the projector sales pack. We accepted our gong at the Cafe De Paris, London in November.