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Thanks to Apple and its superior design, marketing, advertising and, well, anything else to do with creating and selling a product, most other global communications brands have languished in a kind of brand-image purgatory. Sony is fighting back with this great campaign created by Saatchi & Saatchi Sydney, helmed by art director Eron Broughton. The agency took Sony’s earphones and literally mapped out the New York subway system, mimicking a traditional subway map. It’s a simple idea but powerful in its execution, giving Sony a much-need dose of coolness. At last, other brands are thinking outside of the square. Now all Sony needs to do is apply that principle to its actual products. Innovate or die, guys.

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