Product Testing Institute

Sony Ericsson faced a challenge when it launched its Xperia X10 smartphone in North America. With low brand awareness, we needed an edgy, funny campaign. To demonstrate how easy the Xperia X10 is to use, we created the Product Testing Institute – an organisation featuring real focus groups (not renowned for their high IO) testing the X10 against its competitors.

  • Role Creative Concept / Art Direction
  • For Sony Ericsson
  • Date 2011
  • Awards Cannes Lions, LIA, BTAA, ONE SHOW, BLADES

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