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Originally unveiled back in January of 2013 as CES in Las Vegas, Sony‘s completely waterproof Walkman design has reentered the limelight thanks to the tech giant’s latest campaign with draftfcb. Highlighting its 100% waterproof design, the 4GB MP3 players can now be found in bottles of water in vending machines – thus repurposing the humble and ubiquitous machine for one of the more unique sales portals around. Said draftfcb’s Kevin Walker:
We needed to get it somewhere swimmers couldn’t ignore it – right where they needed it the most. So we hijacked something they’ll find in every fitness center the world over: vending machines. In order to do this, we placed the product in bottled water, something else every swimmer needs, and in doing so created the perfect product demonstration.