Extreme Group and Sony Style bring wonder to Canadian consumers

Our Toronto office has partnered with Sony Style to develop and launch their "Experience the Wonder" campaign as part of their national re-branding initiative.

“It was exciting to work on a national brand campaign and to be able to do so with a leading brand such as Sony Style,” says Paul Leblanc, CEO of Extreme Group.

The creative concept was conceived from the simple emotion people feel when they first walk into a Sony Style location—that immediate feeling of wonder. “A typical consumer standing outside a Sony Style location has the same look on their face as a kid in a candy store,” says Anthony Taaffe, associate creative director at Extreme Group. “Sony Style has the ability to evoke a feeling of wonder—from there the idea for the print advertising and the ‘Experience the Wonder’ event was born.”

The print creative will be featured inside Sony Style locations and was on site at the launch events, which took place in Montreal, Toronto, Calgary and Vancouver on September 19th.

“We worked hard to find the agency that was able to best position our brand. From the beginning, Extreme Group showed a strong willingness to fully understand our current position and our longer-term brand-objectives before proposing a go-to-market strategy.” says Robin Powell, VP Retail Division, Sony of Canada Ltd.