Sony Xperia Z3 was launched in 2014 and the company set out to make it the best-seller smartphone from Sony.

That is why they needed more than a product campaign, the classic device & benefits, but a brand campaign to inspire people.

Solution: We launched a print campaign that would inspire users to achieve their greatest, whatever they do - be it sports or game-playing. 

Key message: If you do something, to it as a pro. Like Sony did with Xperia.