How do you announce the waterproof cellphone? Do it secret agent style, smuggle the phones into unsuspecting winners hands by hiding them in free sodas. At least that's what CP+B did when they showed off Xperia acro S best feature during the screening of Skyfall in Stockholm, Sweden. A few lucky winners walked home with brand new phones... Only slightly worse for wear as they smelled like soda pop, but that ain't nothing a little rinse can't cure.

Agency: CP+B, Göteborg


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Dabitch Creative Director, CEO, hell-raising sweetheart and editor of Adland. Globetrotting Swede who has lived and worked in New York, London, San Francisco, Amsterdam, Copenhagen and Stockholm after growing up in Kiruna, Raleigh and Jiddah.