The Bottled Walkman

SONY

When Sony launched the W Series Waterproof Walkman, we wanted to get it in front of those who’d benefit the most - swimmers. So we packaged the product inside bottles of water, instantly conveying its waterproofness - and sold it in vending machines at gyms, which meant we could display the product right next to the pool, where swimmers couldn’t ignore it. Essentially making buying one as simple as buying a bottle of water.

This campaign made international headline news, was replicated in Japan, and picked up a host of awards at Cannes, Spikes Asia, AWARD, Axis and the Effies.

Agency: FCB

Copywriter: Kevin Walker

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