Sony Mobile launches new global Xperia campaign featuring ‘The Best of Sony for the Best of You’ in biggest marketing push to date
Integrated marketing campaign brings the viewer to the
forefront with iconic moments using Xperia smartphones
Creative vignettes showcase the best of Sony, for the best of
you with the new Xperia™ Z1
19th September, 2013, London - Sony Mobile Communications (“Sony Mobile”) today
has officially launched its latest campaign that will be rolling out globally in more than 25
markets over the coming month. The campaign, which highlights the theme ‘the best of
Sony, for the best of you,’ features the new Xperia™ Z1 smartphone, which will be
available in stores this month.
In a world where we are bombarded by every part of our friends’ lives, Sony
smartphones help you experience and share the best of yours. Where the Xperia Z1
delivers the best of Sony’s technologies in imaging, viewing, audio and mobile gaming,
the focus is on quality, not quantity – sharing the best, and not just everything. The
integrated campaign, created by adam&eveDDB, reflects this focus on sharing the ‘best
of you’ and will run across TV, print, digital, out-of-home and retail, starting this month.
Featuring a series of vignettes, the campaign, particularly the TV commercial,
demonstrates how the waterproof1 Xperia Z1’s innovative features – including a large,
compact camera-style sensor and Xperia camera applications – can genuinely do justice
to the most important and memorable moments in life. Drawing on global and local
insights, Sony Mobile understands that consumers want to capture and share those
important moments. Each storyline in the campaign is, therefore, reflective of a moment
that is special to someone, which is created or shared via specifically designed Xperia Z1
features.
”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.”
1
IP 55 & IP 58Ben Tollett, Executive Creative Director adam&eveDDB, said, "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. Something
we couldn't have achieved without the talent and dedication of Ben Newman (Director)
and Barry Ackroyd (DoP)."
The TV spot also features music by singer-songwriter and Sony Music Entertainment
artist Lucy Rose, who re-recorded the Primal Scream song, ‘Movin’ On Up’ specifically for
the campaign.
“Music is a core part of the Sony ethos and fostering new talent like Lucy is an important
part of showcasing the best of Sony,” continued Forbes. “Her re-record of the song
echoes the story of Xperia Z1, bringing customers ‘into the light’ to see the benefits of
the best of Sony’s technologies.”
The campaign will be extended online in the coming month with a Facebook gallery of
photography reflecting these special moments, as seen around the world, that will be
available through Sony Mobile’s Facebook channel. Working with global photographers
from the World Photography Organisation, Sony will be encouraging fans to share their
favourite moments captured by the photographers using Xperia Z1, for the chance to win
the new smartphone.
The global campaign officially debuted today on Sony Mobile’s YouTube channel. The full
commercial can be viewed here.
Credits
Creative Agency: adam&eveDDB
Media Agency: MediaCom
Digital Agency: LBi
Director: Ben Newman
Production Company: Pulse Films
Lighting / Camera Man: Barry Ackroyd
Post Production: Smoke & Mirrors
Audio: 750mph
Music Artist: Lucy Rose
– ENDS –FOR MEDIA INFORMATION PLEASE CONTACT:
For more information, images and videos please visit: sonymobile.com/pressreleases
Sony Mobile Communications, Global Communications & PR department
General Press: +44 208 762 5858
About Sony Mobile Communications
Sony Mobile Communications is a subsidiary of Tokyo-based Sony Corporation, a leading
global innovator of audio, video, game, communications, key device and information
technology products for both the consumer and professional markets. With its music,
pictures, computer entertainment and online businesses, Sony is uniquely positioned to
be the leading electronics and entertainment company in the world. Through its Xperia™
smartphone and tablet portfolio, Sony Mobile Communications delivers the best of Sony
technology, premium content and services, and easy connectivity to Sony’s world of
networked entertainment experiences. For more information: www.sonymobile.com
forefront with iconic moments using Xperia smartphones
Creative vignettes showcase the best of Sony, for the best of
you with the new Xperia™ Z1
19th September, 2013, London - Sony Mobile Communications (“Sony Mobile”) today
has officially launched its latest campaign that will be rolling out globally in more than 25
markets over the coming month. The campaign, which highlights the theme ‘the best of
Sony, for the best of you,’ features the new Xperia™ Z1 smartphone, which will be
available in stores this month.
In a world where we are bombarded by every part of our friends’ lives, Sony
smartphones help you experience and share the best of yours. Where the Xperia Z1
delivers the best of Sony’s technologies in imaging, viewing, audio and mobile gaming,
the focus is on quality, not quantity – sharing the best, and not just everything. The
integrated campaign, created by adam&eveDDB, reflects this focus on sharing the ‘best
of you’ and will run across TV, print, digital, out-of-home and retail, starting this month.
Featuring a series of vignettes, the campaign, particularly the TV commercial,
demonstrates how the waterproof1 Xperia Z1’s innovative features – including a large,
compact camera-style sensor and Xperia camera applications – can genuinely do justice
to the most important and memorable moments in life. Drawing on global and local
insights, Sony Mobile understands that consumers want to capture and share those
important moments. Each storyline in the campaign is, therefore, reflective of a moment
that is special to someone, which is created or shared via specifically designed Xperia Z1
features.
”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.”
1
IP 55 & IP 58Ben Tollett, Executive Creative Director adam&eveDDB, said, "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. Something
we couldn't have achieved without the talent and dedication of Ben Newman (Director)
and Barry Ackroyd (DoP)."
The TV spot also features music by singer-songwriter and Sony Music Entertainment
artist Lucy Rose, who re-recorded the Primal Scream song, ‘Movin’ On Up’ specifically for
the campaign.
“Music is a core part of the Sony ethos and fostering new talent like Lucy is an important
part of showcasing the best of Sony,” continued Forbes. “Her re-record of the song
echoes the story of Xperia Z1, bringing customers ‘into the light’ to see the benefits of
the best of Sony’s technologies.”
The campaign will be extended online in the coming month with a Facebook gallery of
photography reflecting these special moments, as seen around the world, that will be
available through Sony Mobile’s Facebook channel. Working with global photographers
from the World Photography Organisation, Sony will be encouraging fans to share their
favourite moments captured by the photographers using Xperia Z1, for the chance to win
the new smartphone.
The global campaign officially debuted today on Sony Mobile’s YouTube channel. The full
commercial can be viewed here.
Credits
Creative Agency: adam&eveDDB
Media Agency: MediaCom
Digital Agency: LBi
Director: Ben Newman
Production Company: Pulse Films
Lighting / Camera Man: Barry Ackroyd
Post Production: Smoke & Mirrors
Audio: 750mph
Music Artist: Lucy Rose
– ENDS –FOR MEDIA INFORMATION PLEASE CONTACT:
For more information, images and videos please visit: sonymobile.com/pressreleases
Sony Mobile Communications, Global Communications & PR department
General Press: +44 208 762 5858
About Sony Mobile Communications
Sony Mobile Communications is a subsidiary of Tokyo-based Sony Corporation, a leading
global innovator of audio, video, game, communications, key device and information
technology products for both the consumer and professional markets. With its music,
pictures, computer entertainment and online businesses, Sony is uniquely positioned to
be the leading electronics and entertainment company in the world. Through its Xperia™
smartphone and tablet portfolio, Sony Mobile Communications delivers the best of Sony
technology, premium content and services, and easy connectivity to Sony’s world of
networked entertainment experiences. For more information: www.sonymobile.com
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