Sony launches imaginative campaign for Xperia smartphone

The ‘Made of imagination’ campaign for the Xperia smartphone will span print, out-of-home and retail platforms, but Sony said the highlight is a 60-second TV commercial.

The commercial, which is directed by Academy Award nominee Wes Anderson, captures how children imagine the Xperia smartphones is brought to life.

The script is based verbatim on the imaginings of an eight-year-old boy and his thoughts brought to life by a team of animators, puppeteers and set designers.

Stephen Croix, vice-president head of marketing creation for Sony Mobile Communications, said the aim was to create a campaign that is "unique, memorable and sparks consumers' curiosity and imagination".

He said, "The 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 campaign was developed with agency partners McCann Worldgroup, PHD and LBi.