Every brand known to man has jumped on the festival circuit to prove their music credentials. It’s saturated with mediocrity. In looking to achieve cut through and push the ‘music on the move’ credentials of the Sony Ericsson Walkman® phone, we looked to the heavens for inspiration. And found it at roughly 36,000 feet. Gig in the sky gave consumers the opportunity to be part of a must-have experience, 200 competition winners were given money-can’t-buy access to an exclusive Jamiroquai gig on board a bespoke jet in the skies between Munich and Athens. Exclusive, unique, engaging and headline grabbing. With not a festival tent or portaloo in sight. It smashed six Guinness World Records and raised the bar for other brands to follow.