Moving at a more deliberate speed in Sun Microsystems' interactive ad is an elegant, animated "S" that wipes clean each panel of a series of images to tell the story of how "Sun and AMD helped companies worldwide run at top speed." The final frame invites the audience to learn more.
The smart-looking rebranding effort, which includes print and out of home, began in May with a teaser campaign that introduced a distinctive "S," or the so-called "Sun curve," said Chris Cardinal, director of the Sun account at Butler, Shine, Stern & Partners. "The S curve is designed to represent sharing. The idea was to show the curve appearing naturally because sharing is innately human."
In the teaser phase of the campaign, the gentle "S" began appearing in various ads as a curving highway, skateboarders' half-pipe or squiggly line on a high rise. The "S" came to life in the interactive ads. Once the teaser phase was complete, the campaign switched to a customer reference phase that featured a series of mini case histories. "The campaign was embedding the Sun curve imagery in the minds of analysts and developers," Cardinal said. "It wasn't that focused on click-through rates or registrations."