Winner: Cohn & Wolfe and SanDisk: SanDisk Extreme Pro Launch and CampaignWhen SanDisk launched Extreme Pro, a professional-grade flash memory card for high-end cameras, it wanted the unique innovation behind the product to stand out. The timing was critical because SanDisk's chief rival, Lexar, had begun to steal market share with its own professional line of cards.
To demonstrate the quality of its card, the PR team developed the SanDisk Extreme Team, an international group of photographers used to create product ...