Rush mylo / Sony Electronics
Submitted By Jonathan Cude
Last year, Sony released a new product called the “Mylo Personal Communicator.” This compact device fits in the palm of your hand and puts IM, SKYPE, Web surfing and file sharing all at the tip of your thumbs.
To launch this product, we created the world’s first “Thumbternity” (a play on the way the consumer interacts with the product.) This pseudo-Greek organization called “MYLO” allowed participants to join an online “Thumbternity House/Community.”
The MYLO Thumbternity was promoted with an integrated campaign that incorporated traditional and online media to help the target understand what the Sony MYLO was all about.
John Newall (GAD), Rod Brown (Mng Sup), Bob Cordell (AE)
Regina Brizzolara (Lead/Broadcast), Shawn Covely (Interactive), Maria Cipicchio (Print)
Justin Harris, Maari Thrall, Justin Smith (Interactive), Jason Musante
David Baldwin (ECD), Jonthan Cude (GCD), Ellen Steinberg (GCD), Jason Musante (ACD), Matt Fischvogt (ACD)
Chris Robertson (Interactive Designer), Justin Stimmel (Interactive Designer)
Nick Lofting (Union Editorial), Hilary Uggiano (Assistant Editor: Union Editorial)
Music & Sound
Joby Barnhart (Exe. Prod: Savant Film), Michael Raimondi (Exe. Prod: Union Editorial), Gray Hirshfield (Head of Prod: Quiet Man), Jesse Kurnit (Prod.: Quiet Man)
McKinney, Savant Film, Union Editoral, Quiet Man
Mark Conguista, Brad Patterson, Clive Sweeney, John Haughie, Craig Mann, Tomas Antona
Jenny Nicholson, Matt Fischvogt