Brief: Develop a campaign & activation idea to help make Sonys’ new waterproof phone famous.

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Concept: The Xperia underwater store - What better place to unveil the world’s first waterproof phone, than in the world’s first underwater store. A genuinely original idea that captured global media’s attention, so much so that most of them wanted to come and film/document it - National Geographic, The BBC, CNN, to name but a few. The campaign also captured the attention of award show judges across the world - winning multiple Cannes Lions, One Shows, Clios, Lynx, Effies, etc.