Sony Ericsson Film Sony Ericsson: MODELS by Dare

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Sony Ericsson: MODELS

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Industry Mobile phones, devices & accessories
Media Film
Market United Kingdom
Agency Dare
Production Smuggler
Director Henry Alex-Rubin
Creative Director Brian Cooper
Art Director Anna Kalimbet
Copywriter Summer Cui
Producer Drew Santarsario
Account Supervisor Deborah Turner
Editor John Mayo-Smith, James Norris
Released June 2011


Cannes Lions 2011
Film Lions Script Silver
Film Craft Lions Direction Bronze

Credits & Description

Type of Entry: Film Craft
Category: Script
Advertiser/Client: SONY ERICSSON
Product/Service: MOBILE PHONE
Entrant Company: DARE London, UNITED KINGDOM
Advertising Agency: DARE London, UNITED KINGDOM
Creative Director: Brian Cooper
Art Director: Anna Kalimbet
Copywriter: Summer Cui
Agency Producer: Sally Alekna
Planner: Jon Haywood/Celestine Arnold
Account Supervisor: Deborah Turner
Production Company: SMUGGLER London, UNITED KINGDOM
Director: Henry-Alex Rubin
Producer: Drew Santarsario
Editor: John Smith/James Norris
Post Production: Sean Feeney
Other Credits: Executive Producers - Patrick Milling Smith/Brian Carmody/Fergus Brown/Chris Barrett

Brief Explanation:
To demonstrate how easy the Xperia X10 smart phone is to use, Sony Ericsson created the Product Testing Institute - an organization featuring focus groups (not renowned for their high IQ) testing the X10 against its competitors. Each focus group consisted of real people, who were secretly filmed at a real market research facility. The only hired actor in the films was the moderator.