Sony Ericsson Outdoor DEFY THE DARKNESS by Jung

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Industry Mobile phones, devices & accessories
Media Outdoor, Billboard, Poster, Transportation & Vehicles
Market Sweden
Agency Jung
Creative Director Marita Kuntonen
Art Director Christian Hammar
Copywriter Mattias Jersild
Producer Fredrik Manuel Persson
Released January 2012

Credits & Description

Category: Digital Outdoor
Product/Service: XPERIA RAY
Agency: JUNG
Creative Director: Marita Kuntonen
Copywriter: Mattias Jersild
Art Director: Christian Hammar
Producer: Fredrik Manuel Persson
Account Manager: Jesper Kling
Planner: Johan Loman
Account Manager: Jesper Kling
Planner: Johan Loman
Other Credits: Mattias Ottoson/Developer/Robert Zillén/Pr Advisor/Ann Persson/Pr Advisor/Niclas Gelin/Developer

English Translation of Main Headlines
Trotsa mörkret = Defy the darkness

Skriv en hälsning du också. Gå in på med din mobil.= Write your own greeting. Visit on your smartphone.

Ambient Execution Description
The Sony Ericsson Xperia ray is a new smartphone with a camera that takes great pictures in low light conditions. During the time of launch in October, the dark Swedish autumn had begun and these weather conditions affect the Swedish people negatively.

Experts told us that the easiest way to defy darkness is to show someone else that you care for him or her.

We defied the darkness with the new Xperia ray by letting people send messages to their loved ones. During a period of four days people were able to send greetings from online- and mobile platforms and displayed live during the darkest hours on a place were everyone could see – the big screen on Stureplan, Stockholm’s equivalent to Times Square. We then captured the message with the Xperia ray and sent is as a picture to the recipient. With this campaign we proved the greatness of our product and made Swedes happier all at once by defying the darkness.