Sharp launched its Quattron TV, the first-ever four-colour TV model, a few months ago worldwide and in Hong Kong this month.
WE Hong Kong has been tasked with the concept development for all creative including TV, print, outdoor and other materials, as well as providing their input on media selection in partnership with media agency Mindshare.
The agency opted to focus on the fact that all the existing TV sets are using the outdated three primary-colours technology from the 60s and 70s.
"The idea is that LCD TV sets are already out of date and should be put away in museums," said Viveca Chan, chairman and CEO at WE Marketing Group.
This is WE Marketing Group's second campaign for Sharp following an earlier campaign for its air conditioner this summer.