In September of 2006, we launched a promotion for Sony Ericsson’s new mobile phone. The product to be promoted was the W43S, a mobile phone with an innovative flashing body and a large crystalline liquid display. The concept was Beauty x Beauty - a glamorous phone, whether opened or closed.

A chandelier made out of 100 mobile phones was displayed in the most stylish spot in Japan.

As a result, 200,000 audiences gathered to see the chandelier, and were also taken up by various news programs.