The creative challenge was to strengthen Sony Ericssons association with music to a youth audience whilst promoting their Walkman handset range.
I worked alongside an Art Director and Copywriter to develop the concept of Music Monster - everyone has one inside them, a broad mix of unique musical influences, but what does yours look like? Consumers were invited to create their own Music Monsters and then share them with others.
The idea was a hit with consumers and became the creative thread bringing together all their music related youth communications for that year – from the Monster Tent at O2 Wireless music festival through to print, online, TV and retail.
.................................................................. Cannes Lions - Shortlisted Campaign BIG awards - Shortlisted
