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By The Drum Team | Editorial

March 19, 2012 | 1 min read

Sony is this week launching a global advertising campaign to introduce its new Xperia smartphones.

The 'Made of Imagination' campaign kicks off on Saturday night with a 60-second ad directed by Academy Award nominee Wes Anderson.

The ad uses the same stop motion animation techniques made famous in blockbusters such as Fantastic Mr. Fox and its script is based on the thoughts of an eight-year-old boy. You can see a preview above.

Rolling out over the course of 2012, the campaign will also include print, digital, out-of-home and retail activity. It was developed with agency partners McCann Worldgroup, PHD and LBi.

Steve Walker, chief marketing officer at Sony Mobile Communications, said: "The Made of Imagination campaign demonstrates that Xperia smartphones are made of more than microprocessors and memory chips – they are designed to let consumers use their creativity and imagination to drive connected experiences that interest and excite them.”

The print campaign is running in Europe now and features photography by Carl Kleiner.