Sony is launching its new campaign for its Xperia range of smartphones.

The campaign: “Made of Imagination’ was developed by McCann Worldgroup, PHD and LBi and has executions via TV, print, digital, out-of-home and retail, to roll out over the course of 2012.

The campaign kicks off on March 24 with a 60” TV spot, directed by Academy Award nominee Wes Anderson. The ad uses stop motion animation techniques to bring an 8-year old boy’s vision of how Xperia smartphones work to life.

The print ad campaign is currently making its debut across Europe before being rolled out globally.

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