The Japanese electronics giant has contacted agencies across Europe about the brief. Chemistry meetings took place three weeks ago, ahead of a pitch scheduled for September. Sony is looking to appoint a shop on a project basis, sources told Campaign.
The brand most recently worked with DDB Germany. Adam & Eve/DDB created "Ice bubbles" in 2014. The previous year, McCann London created "Volcano", featuring millions of petals erupting like lava.
Sony launched the Bravia brand in 2005, with Fallon London creating the multi-award-winning "Balls".
"Balls" was one of three campaigns created by Fallon for Bravia that won Cannes Lions, alongside "Paint" and "Play-Doh".
Sony did not return a request for comment.