Sony Mobile has launched its biggest global campaign to date, highlighting the theme ‘the best of Sony, for the best of you,’ and featuring the new Xperia Z1 smartphone.
Across TV, print, digital, out-of-home and retail, Sony focuses on the idea of quality, not quantity – sharing the best, and not just everything.
The campaign comprises a series of vignettes demonstrating how the Xperia Z1’s features – including a large, compact camera-style sensor and Xperia camera applications – can do justice for important and memorable moments in life.
”This campaign continues the story we started earlier this year, highlighting the best of Sony in a premium smartphone, but with an important addition – you,” said Louise Forbes, director, product marketing creation at Sony Mobile. “The creative reflects the groundbreaking camera experience and iconic design of Xperia Z1 by showcasing the best moments in life that we rely on our smartphones to capture and share.”
The campaign was devised by adam&eveDDB, with executive creative director Ben Tollett, saying: "The launch of a smartphone which brings together Sony's best technologies provided a fantastic opportunity to deliver a simple but powerful message in a global campaign. The team worked hard to create a look and feel that was both authentic and beautiful.”
The campaign has been rolled our across 25 markets and will be extended online in the coming month with a dedicated Facebook gallery of crowd-sourced photography.