Sony Mobile readies 'made of imagination' global push

Sony Mobile: 'made of imagination' campaign by Wes Anderson
Sony Mobile: 'made of imagination' campaign by Wes Anderson

Sony Mobile is launching a global campaign this Saturday with a 60-second spot by feature film director Wes Anderson as it seeks to establish the mobile brand following its buyout from Ericsson.

The script for the global campaign is based verbatim on the thoughts of an eight-year-old boy with creative using the same stop-motion animation techniques used by Anderson in his 2009 film 'Fantastic Mr Fox'.

Steve Walker, chief marketing officer at Sony Mobile, said: "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' global campaign was created by McCann Worldgroup, PHD and LBi, and aims to highlight the entertainment experiences offered by Sony through the Sony Entertainment Network, which provides access to content including music, movies and TV content.

Backing music is by Jonsi from Icelandic group, Sigur Ros, the mainstay of documentaries including 'Planet Earth'.

A print campaign will back the television activity and reflects Sony's connected entertainment experiences, which the brand says enable consumers to "play, watch, listen and create".

The brand has released this teaser for the campaign:

Folow Matthew Chapman at @mattchapmanUK


Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now


Lynx unleashes £9m 'Peace invasion' campaign
Social Brands 100 Youth: Pizza Hut most social youth brand in UK
Cheryl Cole is wild and arresting in new L'Oreal work
Morrisons told not to show alcohol ads during YouTube nursery rhymes
O2 head of brand Shadi Halliwell departs after 23 years at company in restructure
Tesco hit by further sales decline as it turns to digital Clubcard and social network
Branding guru Wally Olins dies aged 83
Duracell short film captures epic Transatlantic voyage
Ash runs Tinder experiment to show smokers are less desirable to opposite sex
British Airways teams up with Gerry Cottle Jnr for summer of rooftop film screenings
Arklu says 'girls can be superheroes too' with doll design competition
Coke enters squash market with Oasis Mighty Drops
Virgin Galactic signs up Land Rover as space flight sponsor
Motorola marketer Andrew Morley departs as Google gears up for sale to Lenovo
US Airways apologises after tweeting obscene image at a customer
Mumsnet admits users' emails and passwords accessed via Heartbleed bug backs 'rubbish' mobile app with TV ad
Powerade launches global World Cup campaign
Burberry's flagship Shanghai store facade responds to weather changes
Subway considers taking fast food to fast lane with F1 sponsorship
Ikea splurges 'grey' Belgium with colour
Grim outlook for Tesco boss Philip Clarke ahead of expected profits fall
Thomson to create first crowd-sourced wedding decided by Facebook fans
Currency wars meets origami in Alpari FX trading ad campaign
Amazon rumoured to launch 3D smartphone in September
Facebook to allow European users to store and transfer money on site, claims report
Unilever pilots multi-brand advertising with YouTube beauty channel
Lego, Coca-Cola, Net-a-Porter, Bitcoin and AOL: the digitally creative brands
Dove tries to tell women their beauty is innate through placebo patches
Wonga faces social media storm after forcing Twitter to remove satirical material