ARCHOS are the world’s leading portable media player producers and have been involved in the industry for over 20 years. But yet, very few people, beyond the hardcore techie market, have heard of them. Their brand has been built on functionality rather than style, which has resulted in their vastly technologically-superior and award-winning products losing out to the likes of Apple and Sony. I wanted to educate people about what ARCHOS stood for, and at the same time, cause consumers to question their beliefs in technology brands. The campaign consisted of print and online ads (and is soon to be followed by a stylish viral film).