Sony Ericsson launches T610 phone

Sony Ericsson is launching its first global TV, print and online campaign.

The work, created by Bartle Bogle Hegarty and Dare Digital with media planning and buying through Mediaedge: cia, will run in 48 countries.

It promotes the new T610, a mobile phone that combines Quickshare imaging with an in-built Music DJ feature.

The 60-second TV spot was shot in Sydney by Mehdi Norowzian, the Oscar-nominated short-film director.

It follows the journey of a phone as it is passed from person to person. Each recipient reacts differently to the images on the screen, although the viewer is never shown what they are seeing.

The soundtrack for the ad was created by the 60s pop singer Marianne Faithfull in collaboration with the rock group Blur.

Dare Digital's online campaign is centred on a inter-net-based monthly magazine, www.t-six-ten.com, which allows users to upload images taken with a mobile phone. A judging panel will select a winning image, which will run on the following month's cover.

This will be supported by print work, which features a beauty shot of the phone. The campaign will be rolled out in the major European and American markets. It is already up and running in Asia-Pacific countries.

Heather Alderson, BBH's planning director for Sony Ericsson, said: "This is the first global ad campaign for Sony Ericsson. It's the first chance for people around the world to see what it's like as a brand."

The campaign was art directed by Al Welsh and written by Nick O'Brien Tear.

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