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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about the author

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.

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