Having been a largely unchallenged leader in the manufacture and supply of professional recording media for many years, Sony found themselves under attack from lower priced competitors.

Keen not to resort to price cutting and wishing to maintain reputation for the highest levels of reliability, Sony's Professional Recording Media division asked Thinkfarm to create an advertising campaign to reinforce their leadership position. We produced a campaign used throughout Europe in the press, exhibitions and at point of sale. Based on a labelling sticker set found in all professional tape stock packaging, the creative is instantly familiar to it's intended niche market.