Sony Mobile Communications has launched “Made of Imagination”, a global advertising campaign introducing consumers to the first Xperia™ smartphones from Sony. The campaign marks Sony’s return to the smartphone market and emphasizes Sony’s connected entertainment experiences brought to life by Xperia smartphones. The campaign begins with a 60-second commercial directed by Wes Anderson. The concept will continue to be rolled out through 2012, using TV, print, digital, out-of-home and retail media.
Director Wes Anderson turned to the imaginations of children as inspiration for the TV commercial and the script is based verbatim on the thoughts of an 8 year old boy. He was assisted by a team of animators, set designers and puppeteers. The advert, which uses the same stop motion animation techniques made famous in blockbusters such as “Coraline” and “Fantastic Mr. Fox”, brings the boy’s vision of how Xperia smartphones work to life. Jonsi from Icelandic group, Sigur Ros provides the music. Click on the image below to play the Sony Mind of A Child video in YouTube (HD)
Click on the image below to play the Made of Imagination behind-the-scenes video in YouTube (HD)
The print campaign reflects Sony’s connected entertainment experiences that enable consumers to Play, Watch, Listen, Create. Each concept is brought to life with unique imagery and real life models that were hand built to demonstrate what is inside the smartphone. For example, for the ‘Listen’ concept the creative is a picture of guitar shaped like an Xperia smartphone.
Steve Walker, chief marketing officer at Sony Mobile Communications said, “Xperia smartphones are a cornerstone of Sony’s entertainment experience and we wanted to create a campaign that is true to Sony, one that is unique, memorable and sparks consumers’ curiosity and imagination. 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 Made of Imagination campaign was developed at McCann Worldgroup, USA, by executive creative directors Thomas Murphy and Sean Bryan, creative directors Jason Schmall, Mat Bisher, art director Richard Kluver, copywriter Ryan Montanti, agency producer Greg Lotus, account director Pip Shepherd.
Media was handled by McCann Worldgroup, PHD and LBi.
Filming was shot by director Wes Anderson via Moxie Pictures with executive producers Dan Levinson, Lizzie Schwartz, head of production Roger Zorovich, producers Jeremy Dawson and Molly Cooper, and editor Andy Weislbum.
Animation was produced at LAIKA/House by executive producer Lourri Hammack, director Mark Gustafson, producer Rebecca Bowen, production designer/art director Nelson Lowry, associate art director Julian Laverdiere.
Sound designer was Craig Henighan. Sound engineer was Joe O’Connell at Blast. Music, by Jonsi, was supervised by Randall Poster.
Print photographer was Carl Kleiner.