I worked on the Ericsson Mobile Communications global BTL account for mobile phones and accessories for two years when I was based in Stockholm. It was a fascinating time to be involved in that industry. Anything seemed possible - and the technologies seemed to change almost daily.
One of the biggest projects I worked on for Ericsson was what they (toe-curlingly) referred to as their 'Wow' accessories; things like a little keyboard you could attach to your phone to create SMS messages more quickly, an FM radio, an MP3 player and even a prototype digital camera.
All these things and more are standard on an entry-level phone these days, and it all looks a bit prehistoric now. But at the time this was cutting-edge stuff!
Because we were introducing the idea of using your phone as an entertainment centre rather than just a communication device, we needed a line that would introduce the possibilities these accessories offered.
We came up with Don't Just Talk.