After a dearth of good creative work in really new media recently, along comes this notable effort from Sony Ericsson (try not to let the sugary-sweetness of the video recap get to you).
What makes it notable is that it isn't simply a slick, technical demonstration. It's also not yet another online game or competition (anyone else getting sick of these?).
Instead, it's wrapped within a general human need. How many of us are perked up in our day by someone touching bases with us, just to say hi and that they're thinking of us?
The creative team took this insight some great steps further. And demonstrating some specific capabilities of the phone to boot.
In recognizing the social basis of personal relationships, this exemplifies some great thinking right in line with really new media.
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