A global social campaign for a camera that, er, misses nothing

Sony Mobile were about to launch their new Xperia handset. It had new Predictive Hybrid Autofocus technology which essentially allowed users to take epic photos with little-to-no warning. They wanted a social campaign to show off this capability.

THE IDEA: #MissNothing. Live Everything.

#MissNothing captured what the new technology was all about - allowing users to get out there and live what they love, safe in the knowledge their phone was ready to capture amazing moments the second they happened. And it went global.

We got 5 big influencers who embodied the campaign - always on the move, living their lives to the full, never missing a moment - to get out there and capture inspiring shots.



And of course, a load of UGC followed.