70 Inch LCD TV Launch Event March 23, 2011

The Objective

Create a buzzworthy event to bring the ad campaign and 70’’

viewing experience to life

Creative Concept

‘BIG’ IS TOO SMALL A WORD •  Words are heroic

•  Mash-up of two superlative ‘big’ words •  Gives Sharp a new language to own big

•  Consumer is the star •  Reflects the male target •  Look of joy and amazement on his face

•  TV looks BIG •  Enlarges the consumer’s face •  TV head makes the consumer one with his screen •  Screen size is depicted to-scale

•  Clean, simple, silver/white ‘void’ background

Venue Style

Chic. White. Industrial. A loft space that echoes the ad campaign’s white background Once we know the event dates, we’ll select the perfect space to comfortably accommodate guests and

support and enhance the creative.

The Experience Dynamic Word Wallpaper The gray words painted on the wall are those typically used to describe big things: Enormous, Large, Jumbo... ordinary superlative language.

The larger, more prominent words in Sharp red (and the campaign font) are those in the ads: Spectacularge, Jumbowhelming, Humunculus, etc. These words could be projected onto the wall, so they can change throughout the evening.

The Sharp logo and campaign tagline are also integrated within the wallpaper design.

The Experience Defining Graphics As guests enter the space, onscreen in the stage area will be a series of animated dictionary graphics defining the new words on the wall.

The definitions could fade in and out like a screensaver effect. Or we could take it up a notch and create animations that mash-up the two root words that form each ‘big’ word. For example, the words “Jumbo” and “Gigantic” fly in from opposite sides of the frame. They combine to form “Jumbogantic,” then the definition appears.

The Experience TV Viewing Rooms

Creating different viewing rooms gives us the opportunity to showcase different types of content.

As guests arrive, they’ll see different high definition, man-content playing on the TVs in the three viewing room areas:

•  Mancave: explosive gaming content •  Home Theater: action-packed NBCUniversal movies •  Living Room: an NBC Sports broadcast

Mancave

The Experience Big TV Head Photo Booth

•  Guests pose for photos in front of a white backdrop, inserting themselves inside the ad campaign

•  Photos are printed using Sharp’s Aquos HN-PP150 Digital Photo Printer

•  We can leave the ‘big’ word in quotes at the top of the printout blank, so guests can have fun coming up with their own

•  For each person who participates, Sharp donates $100 to the Japanese Earthquake/Tsunami Relief Charity of Sharp’s choosing

As the crowd mingles, sampling hors d'oeuvres and sipping drinks, John Herrington quietly takes his place on the stage, standing behind the 70’’ TV. At the start of the presentation, his face appears enlarged onscreen, the ad campaign literally brought to life.

The Presentation

This person (obviously) is not John Herrington – this is for placement only.

He greets the audience and welcomes them to the launch of Sharp’s newest, biggest, 70’’ LCD TV. During the opening remarks, when all eyes are focused on Mr. Herrington, three actors that look like target consumers (or as a simpler option, three inanimate man cutouts) take their place behind the screens in each viewing room. Their faces are enlarged on the 70’’ screens they now have for heads, just like in the ads.

The Presentation

Mr. Herrington moves out from behind the TV on stage to address the crowd. Beautiful HD footage onscreen showcases the TV’s superior picture quality. Mr. Herrington touts all the research Sharp does to understand its consumer and develop products people want and need. His comments are supported by clips of the ad agency’s film profiling the target consumer.

As Mr. Herrington makes reference to the new campaign, he gestures to the screens in the other corners of the room. The audience turns to see the three guys with 70’’ TVs for heads, all three in spotlight. Mr. Herrington speaks to the benefits of a 70’’ inch TV as it pertains to each room. Gesturing toward the home theater, he describes the movie theater-like experience the 70’’ delivers. For the living room, he talks about how it’s a given that with the 70’’ LCD TV, you host a killer superbowl party every year. And pointing to the mancave, he describes how much fun it is for the whole family to play video games on the big screen.

The Presentation

Celebrity Talent Kevin James •  He embodies the target

consumer – a wealthy everyman •  He looks like the guys in the ads •  He seems like he would own

this TV – the guys who would buy this TV will relate to him

•  His stand-up is hilarious •  As a TV and movie star, he can

speak to different viewing experiences

•  He’s on King of Queens – a syndicated show that’s on TV 4 times a day

•  He starred in Hitch, Grown Ups, Paul Blart: Mall Cop, I Now Pronounce You Chuck & Larry – an also speak to watching movies on the screen

Celebrity Talent Dwayne “The Rock” Johnson

•  BIG guy – embodies the message •  A man’s man superhero-like character who the

target consumer admires •  Tough guy action movie star, but also stars in

comedies and kids’ movies – family-friendly •  From USA’s WWE Raw (an NBCU network) •  Star of Universal’s upcoming movie Fast Five,

co-starring Vin Diesel and coming out at the end of April – good timing to promote the movie

•  Could cross-promote by showing a sneak preview of Fast Five on the 70’’ TV

•  Very positive image would reflect well on the Sharp brand