A tribute to re-conquer people's hearts
Creative direction at DoubleYou
----Proposal not published----
The days of the Walkman, for most people, were long gone.
The link between the Walkman=cassete=old and the Mp3=Ipod was very strong at that time, almost irreversible. Without wanting to dethrone the Ipod, Sony wanted to publicise its range of Mp3 players and associate the legendary brand with the new era.
To do so, we took a powerful insight: the love for our old cassettes, their image as a cultural icon and their association as a generic to Sony's Walkman. We decided to "kill" the cassette and give it a dignified finish at music festivals such as Primavera Sound or Sonar and thus make it clear that there is a new range of products to love that preserve the essence of the old Walkman.
We created a campaign so that everyone could give up their physical cassettes to create a work of art and an Online Memorial with the photos of the cassettes that you still keep at home.
At the same time, the cassettes were collected at the festivals to turn them into a great work of art in collaboration with some art schools. In addition, sessions and courses of Cassette-DJ were carried out and the new range of Sony Walkman Mp3 was shown.