Creative Showcase Entry: August 06
Client: Sony Ericsson
Campaign: K800

The end of bad photography. A big idea to launch the new Cyber-shot™ Sony Ericsson phone.

With 3.2 mega pixels and a proprietary innovation that enables you to take nine photos in one - then choose the best - the K800 marks a new era in mobile photography.

But how to communicate this? By banging on about technology? Or by launching a photo amnesty? We invited people to burn their fuzzy old shots, upload them into a Museum of Near Misses and pledge never to take a bad shot again. Who would you burn? Your ex, Ronaldo the winker, or...