Turning a brands legacy
into a launchpad.
Brand : Sony MobileProject: Best of SonyRole: CreativeAgency: McCann London
Brand: Sony XperiaProject: Best of Sony
We launched a global campaign for Sony’s flagship phone and needed to find an angle that set it apart from the competition. We realised that Sony has pioneered technology across gaming consoles, cameras, TVs and, of course, the Walkman. In every area of consumer tech, Sony is a respected name — and all that innovation now lives inside a smartphone. So we looked back to remind people that the future of smartphones is already within reach. The campaign was shot by Hollywood director and all-round good guy, Tarsem Singh .We got David Bowie to let us remix his track. He hated it — then released it himself. Still no idea why.