We’re all used to sharing images and video from major summer concerts and sporting events, and just expect social channels and telecoms companies to seamlessly enable that, without considering the tech and B2B brands that provide the critical infrastructure.

Ericsson’s new ‘#makeitmemorable’ campaign hones in on exactly that, highlighting the critical role its tech provides in enabling cultural euphoria. Joel Harrison spoke with Sally Croft, CMO, Ericsson about this new campaign and how use of AI broke creative barriers and speeded implementation.