I was never a big fan of Sony Ericsson, but I have to admit its latest campaign for new simplistic phone Pureness looks… well, simply amazing. Using the three main functions of the phone and inspired by the Xperia™ Pureness, the launch campaign does away with extraneous elements, the advertising will express a stripped down essence [via]. Using black type on white background, the campaign uses different mediums and formats - from billboard posters to taxi tops - to present the specs of the ad such as date, dimensions, location etc. Clean and tidy, it looks great and I just love how the # and x signs are in a lighter weight than the rest of the copy. It’s brilliant not just because it’s visually pleasing, honest and arresting, but because it’s so in sync with the product and its philosophy. It’s also beautifully photographed, with that taxi top being my favorite one. Have a look at the website for mini films and more photos of the campaign.