I can almost see the brief: The new Sony Xperia is waterproof. We want to tell people that it is really true.
You could make so many different executions on this – and people would still not really believe that it is truly waterproof. At least not all of us who had “waterproof” watches in the 80’ties – which after one dip in the pool went all foggy.
So how to deliver a message that is hard to believe? Show it.
Who has the coolest gadgets in the world? Who would actually need a waterproof smartphone? Based on an event in Sthlm, Sony did a stunt in collaboration with the James Bond Skyfall premiere. Perfect match. Perfect coherence. And a great way to show a product feature.