Toshiba Launch Campaign

Toshiba — From Yesterday’s Memories to Today’s AI

The brief was simple: communicate Toshiba’s return to the Iranian market and reconnect the brand with an audience that already had memories with it.

After exploring different ideas, we arrived at a concept built around the role Toshiba televisions had played in people’s everyday lives. The campaign brought together familiar televisions from different generations with Toshiba’s new TVs, creating a visual connection between the memories of yesterday and the technology of today.

Built around the line “From Yesterday’s Memories to Today’s AI,” the digital campaign was developed in collaboration with Digikala, introducing Toshiba’s return not simply as the arrival of a new product, but as the continuation of a relationship that had already been part of people’s lives.