As the digital partner to Grey London on the Toshiba account, Clusta were asked to produce digital assets to support the “25 Years of Laptops” campaign, celebrating a quarter century of Toshiba laptop innovation and promoting three new hero products in a stylistically impactful way. We needed to express the manufacturer’s heritage in this product category as well as communicate current pre-eminence.

We produced a feature-rich campaign microsite and a powerful animation to serve as its intro. Twenty five Toshiba laptop models dating back from the very first to the most recent were built in 3D, then arranged in a ribbon effect to spell out the number ‘25’. The camera traces the ribbon whilst the soundtrack features memorable quotes as we progress through the years.

Rich display advertising drove consumers to the feature-rich campaign microsite where sliders allowed visitors to explore cultural highlights from each of the 25 years.

Stills from the animation were used in offline (print and billboard) activity.

This engaging execution tells the story of the product range in a sleek, theatrical and effective way that is perfectly suited to a consumer tech campaign. The microsite encourages consumers to interact with the content to uncover Toshiba’s innovations in technology and to become engaged with the brand.