Defy the darkness

The Sony Ericsson Xperia ray is a new smartphone with a camera that takes great pictures in low light conditions. We saw a great opportunity to speak to the hearts and minds of many people in Sweden, simply because the darkness is massive here during the winter, which also was the time of the launch.

We talked to experts that 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 they were displayed live during the darkest hours on a place were everyone could see them – 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.

Credits:
Agency: Jung
Jesper Kling, Strategic Advisor
Marita Kunonen, Creative Director
Elizabeth Guest, Project Manager
Christian Hammar, Creative
Mattias Jersild, Copywriter
Robert Zillén, Pr Advisor
Ann Persson, Pr Advisor
Rikard Arodén PR Assistent
Johan Loman, Planner
Fredrik Persson, Producer
Mattias Ottosson, Developer
Niclas Gelin, Front-end Developer
Public Class, Back-end Development


Defy the darkness from Christian Hammar on Vimeo.