Adam&Eve/DDB London conceptualised the work.
Sony Mobile launched an integrated global campaign encouraging consumers to ‘Demand Great’ for the launch of its Xperia Z3 handsets.
A 60-second film (above) that rides the proposition highlights Xperia Z3’s ability to take ‘incredible photos’ in low light conditions. The film features a group of snowboarders as they descend a mountain in complete darkness, performing a light show of sorts. Their identity is revealed later in the film, which was shot in Argentina by Peter Thwaites. This film went on air on 1 October in the Middle East.
“Sony Mobile’s Xperia Z3 series is for people for whom ‘good’ just isn’t good enough,” said Louise Forbes, director of product marketing creation, Sony Mobile Communications. He added, “This campaign taps into the passion of those people who refuse to settle, and ‘demand great’ from their smartphone or tablet.”
A longer version (running online and on ambient media in parts of ME) also showcases the phone’s features like underwater photography:
The campaign straddles TV, print and digital channels including social, besides retail. DigitasLBi developed a branded content initiative featuring real life stories of inspirational individuals who use the Xperia Z3 to help them ‘Demand Great’. The series of films will be distributed via social channels across more than 30 markets, informed a Sony statement.
Credits
Client: William Tyler, Campaign Manager, Sony Mobile; Louise Forbes, Director, Campaign Creation, Sony Mobile
Creative agency: Adam&Eve/DDB
Creative Directors: Aidan McClure, Laurent Simon
Planning Partner: Toby Harrison
Group Managing Director: Xavier Rees
Business Director: Ken Mulligan
Account Director: Britt Lippett
Account Manager: Giulia Borina
Agency Producer: Jack Bayley
Creative Producer: Hulya Corty
Media agency: MediaCom
Production company: Outsider
Director: Peter Thwaites
Light technology: Legacy Effects
Editing: Work Post
Soundtrack name and composer: ‘Nightcall’ by London Grammar
Post-production: Smoke & Mirrors
Photographer: Ben Stockley
