SONY ERICSSON - MUSIC MONSTER
Problem: Sony Ericsson has lost its association with music among global youth.
Insight: Bands come and go but passion for music is lifelong and heartfelt.
Idea: Rather than affiliate Sony Ericsson with a particular artist, give consumers the tools to visualise their own inner 'Music Monster' - the part of them that lives for music. These characters are then used to form the basis all subsequent communications.
Results: Over 100,000 music monsters created world wide. The Music Monster handset sold out in under 8 weeks.
Awards: Cannes - shortlisted. Campaign Big Award - shortlisted.