With social & networking sites like facebook and flicker blossoming in China, we begin to see a new photo-sharing culture developing in major cities like Shanghai, Beijing and  Guangzhou. A compact digital camera has now become a part of everyday life, an accessory that’s with them all the time. Whether they’re traveling, at a club or a dinner party with friends, they’d take a photo to remember what they did and who they were with. The camera has also become a diary and photos proof of how exciting and fun their lives are.

To help Sony China launch “Cyer-shot”, a slim, stylish and compact digital camera that comes with a “smile-activated shutter” function, we wrote a jingle. Actually, we did a little more than that. We created a new culture of “collecting smiles”.

Although the 30-second commercial aired only for about 2 months on prime-time media, the culture and buzz of “collecting smiles” continued in numerous social & networking sites, blogs and photo galleries. Young people started to collect, classify and share each others’ smiles. Sony China received numerous requests for the jingle to be released as a single or as a ringtone. Up until today, T-300’s commercial is the most viewed Sony commercial on youku.com (China’s answer to Youtube).