VAIO – Stand Apart, campaigns 1 & 2

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When looking at the creative, it seems like the strategy is to attack Apple but it’s not. 

Let’s be honest, making someone switch from Mac to PC is pretty damn hard, especially when you’re looking at the next 6-9 months. Instead, it’s a whole lot more realistic to target all the other PC users and get them to start thinking VAIO.

By the second execution, the anti-Apple sentiment was as mainstream as the Apple movement itself. The strategy was to use that to drive a wedge between PC and Mac users, to expand the “us vs. them” mentality and make VAIO synonymous with the PC side. 

I got a fair bit of hate with this one and some kudos too. There were emails and even articles written. Some Apple users were pretty unhappy. I also got a few calls from journalists asking if we are targeting Apple. One thing’s for sure, people noticed.