A one thousand square metre beach appeared in the centre of Madrid overnight: 230 tonnes of sand and five containers transformed into small swimming pools so that hot and sweaty passers-by could have a refreshing dip, the work of Vodafone and Sony Ericsson and sponsorship of the El Niño clothing brand. This is not just the dream of some geek whose brain has been melted by the sun, but rather how Waskman devised the launch of the Sony Ericsson W350i mobile phone whose features were tested in situ. The famous Spanish tennis player Feliciano López was also involved in this attractive and naturally refreshing event giving it even more publicity.

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