| Título | The World's First Underwater Store |
| Agencia | FP7/DXB - McCann Worldgroup |
| Campaña | The World's First Underwater Store |
| Anunciante | Sony Mobile |
| Marca | Sony |
| Fecha de primera difusión/publicación | 2014 / 12 |
| Producto | Waterproof Xperia Z3 range |
| Sector Empresarial | Telefonía móvil y buscapersonas |
| Sinopsis | The world’s first underwater store brought the Sony store experience to the shores of Dubai. With nearly 17,000 litres of breathable space, customers who swam through its doors could explore the Xperia range in a truly unique environment. The product displays were designed and 3D printed to replicate real corals, with each display individually crafted to fit an Xperia device perfectly. To maintain the air supply, an air circulation system ran underground from a nearby beach and up into the store through hidden channels in the legs. And so customers could share their experiences live, the store even offered WiFi. Given its sheer size, the amount of air inside the store created nearly twenty tonnes of upward force—so it was anchored by huge concrete blocks buried in the seabed. |
| Filosofía | When you bring a new smartphone to a crowded market, you need to stand out. So to launch its waterproof Xperia Z3 range, Sony Mobile took a totally new direction: down. All the way to the bottom of the sea. |
| Medio | Case Study |
| Duración | |
| Head of Insights & Strategy | Tahaab Rais |
| Director ejecutivo de creación | Paul Banham |
| Director creativo | Paul Banham |
| Director artístico | Mo Aram |
| Director artístico | Paul Banham |
| Responsable de conceptos / redactor | Chris Booth |
| Realizador | Scott Rawsthorne |
| Realizador | Jon Shaikh |
| Productora | Muddville |
| Producción musical | Freq'ncy |
| Productor de la productora | Brence D'sa |
| Diseñador | Erol Salcinovic |
| Diseñador | Kuba Skowronski |
| Diseñador | Celia Jaber |
| Diseñador | sameer ketkar |
| Responsable de la producción | Khaled Hamza |
| Planificador estratégico | Sameer Islam |
| Managing Director | Sasan Saeidi |
| Director de cuentas | Karl Uhlemann |
| Responsable de cuentas de agencia | Alston D'SA |
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