An arresting media campaign for the launch of Jalou by Dolce&Gabbana

Sony Ericsson’s eagerly anticipated Jalou by Dolce&Gabbana mobile phone launches today in style, with an intriguing media campaign created by Dolce&Gabbana.

London, UK: Jealousy, glamour and desire takes centre stage in the latest print and online media campaign for Jalou by Dolce&Gabbana. Creative Directors Domenico Dolce and Stefano Gabbana bring the exclusive limited edition clamshell handset to life, while internationally renowned director Cyril Guyot sprinkles his film magic into the campaign.

Exuding style inside and out, the 24 carat gold plated handset is used as the ultimate object of desire in the media campaign, which also features five enigmatic, beautiful women who play by their own rules to find the ultimate style statement.

The print advertising campaign reflects the online film, which shows a beautiful and mysterious woman walking through the streets. She enters a dark, unknown building, where she finds four elegant women waiting. The mysterious woman delicately unveils a rose-coloured object as if it is a rare, precious jewel. Each woman examines Jalou by Dolce&Gabbana in pure delight and longing. The film’s climax comes when policemen burst onto the scene and arrest the women for their insatiable desire to live outside society and refuse to be tamed in their pursuit to find beauty and style in their lives.

All the models in the film wear the Dolce&Gabbana Fall Winter 2009/2010 collection, which is particularly opulent and sophisticated, so it works very well with the precious Jalou by Dolce&Gabbana phone.

Domenico Dolce and Stefano Gabbana comment: “The campaign theme plays with the concept of jealousy and desire for a must have object, the protagonists are willing to do whatever is necessary to get it before everyone else, the link with the Dolce&Gabbana brand is the strong femininity, the exclusivity and luxury of the women that wear the Dolce&Gabbana clothing, use the Jalou by Dolce&Gabbana phone and embrace our world in general”.

Director, Cyril Guyot, says: “The film is about bad girls desiring an object more than anything, and we felt this was the best way to reflect the key qualities of Jalou by Dolce&Gabbana. The mood has a gangster theme, combined with a style, sexiness and humour of Helmut New­ton and Guy Bourdin. The style is luxurious and the colours and lighting used throughout are reminiscent of the phone, which is all about glamour, fashion, strong women and fun”.

The media campaign assets are available to view here: www.sonyericsson.com/jaloudolcegabbana, with a total of six videos and two print advertisements.

Jalou by Dolce&Gabbana is a special limited edition clamshell handset. The Dolce&Gabbana branded style statement has a beautifully facet cut jewel form and is only 73mm long – shorter than your favourite lipstick, it is easy to slip into the tiniest clutch or jacket pocket and is full of essential features. The handset comes complete with exclusive packaging and accessories – three silky rose satin bags to either protect the phone, store the charger or to even carry jewellery. There’s also a special Dolce&Gabbana branded headset with gold accents to keep users connected in style.

Even the content is special on Jalou by Dolce&Gabbana. Exclusive photography and video clips from Dolce&Gabbana’s women’s Autumn/Winter 2010 runway show, with sneak preview footage from all the backstage action, will be pre-loaded on the handset. There is also a variety of stylish themes and wallpapers, as well as a Dolce&Gabbana blog that sends the latest trends, news and gossip directly to the mobile phone via an RSS feed.

Jalou by Dolce&Gabbana will be available in the exclusive colour Sparkling Rose and it comes with the following features and more:

3.2 megapixel camera – snap favourite outfits and send to friends
Video recording – film and post clips online anytime
Stereo FM radio – catch up on the latest songs while on the move
Music player – with Bluetooth™ stereo, PlayNow™ and TrackID™
Bluetooth™ 2.0 – upload images and videos to social networking sites
Mirror key – check hair before a hot date
Walk Mate step counter – keep fit while on the move
Internet – Google™ search, Google Maps™, email, instant messaging, picture messaging
Entertainment – YouTube™ application, 3D games, video viewing
Weight – only 84grams
Jalou by Dolce&Gabbana support GSM/GPRS/EDGE 850/900/1800/1900 and UMTS/HSDPA 2100.
Jalou by Dolce&Gabbana at a glance
Camera

3.2 megapixel camera
3.2x digital zoom
Geo tagging
Photo feeds
Photo fix
Send to web
Video light
Video recording
Music

Bluetooth™ stereo (A2DP)
Media player
MEGA BASS™
Music tones (MP3/AAC)
PlayNow™
TrackID™
Web

Access NetFront™ web browser
Bookmarks
Google™ search (from standby)
Web feeds
Communication

Call list
Conference calls
Speakerphone
Vibrating alert
Video calling (main camera)
Messaging

Conversations
Email
Microsoft Exchange ActiveSync™
Instant messaging
Picture messaging (MMS)
Predictive text input
Sound recorder
Text messaging (SMS)
Design

Auto rotate
Media
Picture wallpaper
Wallpaper animation
Entertainment

3D games
FM radio with RDS
Java™
Motion gaming
Video streaming
Video viewing
Walk Mate step counter
YouTube™ application
Connectivity

A-GPS (US only)
Bluetooth™ technology
Google Maps™
Modem
Synchronisation
USB mass storage
USB support
Organizer

Alarm clock
Calculator
Calendar
Contacts
Flight mode
Notes
Stopwatch
Tasks
Timer
Location-based services

A-GPS
Google Maps™
Turn-by-turn navigation
Accessories

In-Box:
Sony Ericsson Jalou
Battery
Battery Charger
Colour-matched stereo portable handsfree
User guide
Facts and Figures

Size: 73 x 45 x 18.2 mm
Weight: 84 grams
Colours: Jalou by Dolce&Gabbana: Sparkling Rose
Jalou: Onyx Black, Aquamarine Blue, Deep Amethyst
Main screen: 262,144 colour TFT
Resolution: 240 x 320 pixels (QVGA)
Size: 2.0 inches
External Screen: Monochrome LCD
Resolution: 128 x 36 pixels
Size: 1.3 inches
Phone memory: Up to 100 MB
Memory Card Support: SanDisk microSD™
Talk time GSM: Up to 7 hours
Standby time GSM: Up to 350 hours
Talk time UMTS: Up to 4 hours 30 min
Standby time UMTS: up to 250 hours
Video call time: Up to 2 hours
Availability and versions

Networks:
Jalou by Dolce&Gabbana and Jalou:
GSM GPRS/EDGE 850/900/1800/1900
UMTS HSDPA 2100
On the web
Everything worth knowing about Jalou: www.sonyericsson.com/Jalou