SONY XPERIA - Aquatech Store

CLIENT: SONY 

AGENCY: FP7 / McCANNS

Awards: Cannes Lion, New York Festivals, Clio, Effies, Dubai Lynx.

For the release of Sony’s first waterproof mobile phone, they wanted to do something special, and where better to do a world first than Dubai? The Aquatech store was born: an underwater mobile phone store based off World Island, where customers could dive four metres down to a shop like no other.

To promote its launch, Sony commissioned a film for TV, cinema and online. Working with a specialist underwater photography team, the film not only celebrated the unique engineering of the store, but also highlighted the key features of the new Xperia device.