SONY
ELECTRONICS "GEAR DEPRIVATION"
THE
CHALLENGE:
•
Document, observe and highlight the significant dependence people have on electronics.
THE
APPROACH:
•
Study a cross-section of the population from a documentary perspective using
in-home spy cams, daily interviews, and fly-on-the-wall surveillance.
THE
RESULTS:
•
The insight into people's relationships with their gadgets was dramatic. The
most compelling footage came from the confessions on the 800 line that participants
were required to call each night. Chiat/Day was able to demonstrate a unique
understanding of the electronics world.
.
•
Usage of electronics permitted during the work day, but before and after work
anything electronic is forbidden—no cell phones, phones, TVs, radios, computers,
electronic clocks, coffee machines, etc.
