Sony draws attention with spectacular display at FIFA Confederations Cup draw

The function was attended by FIFA team delegation members, accredited journalists, The FIFA World Cup Local Organising Committee, Commercial Affiliate representatives and other invited guests.

Mounted on a curved aluminium structure, Sony's display comprised nine individual High Definition screens. These were co-ordinated to form a single, dynamic and visually impactful High Definition Video image. This unique and eye-catching display demonstrated Sony's latest Ziris™ Canvas HD technology with split visual HDTV renders, and was brought to life via Sony's propriety PlayStation®3 hardware solution.

It was only the fourth time in the world that this technology had been used, and a first for South Africa. The services of specialist exhibition, display technology solution, and engineering firms - Tungsten, Brand Portal and DMB Development - were called upon to lend their combined expertise and experience to design and build the display.

Volcano Advertising and Octagon, as Sony South Africa's lead activation agencies in the 2010 Football World Cup FIFA sponsorship, were responsible for activating the project.