PROJECT LEADS: CHRIS KNIGHT AND CELSO DULAY 

SanDisk, the global leader in flash memory cards, launched its first SanDisk Extreme Pro products for pro photographers and videographers at a high price point with a goal of capturing more market share from competitors, in particular Lexar, that had begin to steal market share from its "cash cow" line of pro cards. 

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To bring the key benefits of high capacity, speed and reliability to life - and why they matter to pros - we developed the strategy and led global execution of a SanDisk Extreme Pro PR and marketing campaign in 25 countries (while Chris Knight served as SanDisk's global retail PR director while at Cohn & Wolfe.) 

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The central stars of the global campaign, which is still quite active today, is a group of "extreme" pro photographers and videographers dubbed the SanDisk Extreme Team. We conducted in-depth focus group research with the Extreme Team which informed our campaign messaging, produced mini-documentary videos on location with members of the Extreme Team in action, and incorporated them into an advertising and PR campaign around the world. According to former SanDisk CEO and founder Eli Harari, it has proven to be "the most effective brand marketing initiative in the history of the company." 

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