MAKING THE WORLD OF ‘make.believe.’ REAL


Traditional advertising had failed to give Sony’s ‘make.believe’ platform meaning or impact with a sceptical audience. With 30 seconds no longer enough, we were tasked with showing how content could solve the problem traditional advertising couldn’t.



Retained as the brand’s agency of record for content marketing, Kameleon was tasked with delivering a global strategy across all of Sony’s local markets. Our approach focused on leveraging Sony’s own channels and properties to build genuine authority, with work spanning film, editorial and experiential.

Activated across 13 EMEA markets in 7 different languages, the strategy generated €9.5 million in earned media, 2.6 billion online impressions and an 82% uplift in key brand metrics.

Something to truly make.believe in.

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