The treatment was created by the brand consultancy Wolff Olins. It uses the circular Sony Ericsson logo in place of the heart shape and follows it with words including "music" and "photography".
The new strategy was the reason for Bartle Bogle Hegarty's decision to resign the account (Campaign, 28 July).
Sony Ericsson is understood to have presented the route to BBH as a fait accompli after Wolff Olins had been working on it for five months. The mobile phone manufacturer then told the agency that it had to use the idea in its advertising.
BBH is said to have disagreed with the strategy and the direction in which it would take the advertising.
The idea will be executed in a global campaign following the resolution of the ongoing pitch for the creative account.
Earlier this month, Sony Ericsson shortlisted DDB London, McCann Erickson, Publicis and Saatchi & Saatchi to pitch for its global account, estimated to be worth £50 million. Agency Assessments International is handling the review, which does not include the media and digital business, held by Mediaedge:cia and Dare respectively.
A Sony Ericsson spokesman said: "We have not made any decision in terms of any brand approach. The pitching process is ongoing."