Despite Toshiba being a well-known player in the tech space, consumers were confused about its core values. We set out to define the brand and position Toshiba as a category leader, while also bringing TVs and Laptops together under one brand umbrella for the first time. We created the "Ramifications" campaign, TV and Internet spots that show in hilarious detail the consequences of taking shortcuts to be first-to-market vs. taking the time to do it right.  Our "T-Pain" spot shined a light on the rest of the category and demonstrated Toshiba's focus: innovations that solve real problems. While other brands were enlisting celebrities or models to hype and even develop their products, we zeroed in on real-life conundrums. "T-Pain" featured the Grammy-winning rap artist pitching to Toshiba. His over-the-top product ideas didn't quite make the cut, but the meeting led Toshiba's engineers to new innovation all the same. The spot garnered heaps of attention and ingrained the term "mega gigabytes" into the culture; the newly coined term even made it into the Urban Dictionary. And our print ads - "Woodpecker" and "Chandelier" - demonstrate that Toshiba is focused on common sense innovations in a world where anything can happen. See the fun highlights here.