When I started running and wanted a good, sweat proof and waterproof set of earbuds, the Sony W-series Walkman was one of the pairs that I had considered buying. But I didn’t, and promptly forgot about them.
But now they’ve caught my attention again, thanks to their wild new packaging, courtesy of ad agency Draft FCB. Sony has embraced waterproofing as a differentiating feature of their products, from smartphones to MP3 players. It’s actually an impressive, and useful feature, but it’s much better appreciated when it’s seen rather than described. And what better way to show the W-series Walkman’s waterproof feature than dunking them in a bottle of water, and keeping them there, right on the store or vending machine shelves?
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