PS4 GLOBAL LAUNCH

In November 2013 we launched PS4 'THIS IS FOR THE PLAYERS' in 30 countries around the world.
The film was packed with references to well known games and PlayStation's iconography. It was directed by Scott Lyon through Outsider.

We kicked off the campaign with two fun online films to tease viewers ahead of the launch. They were inspired by two famous gaming sagas. The first one to hit the Internet was Hadouken Cabs. An ad for a fictional kick ass minicab service inspired by Street Fighter.

Viewers with an eye for detail would spot the web address www.hadoukencabs.com hidden within the film. We created the fictional site where people could talk to an operator. Good luck with that!

Next came a film for a fictional bespoke tailor for sartorially inclined pirates, inspired by gaming saga Assasin's Creed.

Online we created the PLAYERS' MONUMENT with the help of Media Monks. It gave everybody the opportunity to officially declare themselves as Players to the world via a personalised tweet. The monument could be filtered by type of player, trending hashtag, and country. It could be explored in detail to find friends, discover other Players, or simply read other PlayStation fans pledges. 

Outdoor played a big part in this campaign.

We created a fun making-of film.

And here's the case study film that sums up the campaign.

CREDITS

Agency 180 Amsterdam
Executive Creative Director Al Moseley
Creative Directors Graeme Hall, Martin Terhart
Art Director Ed Ryder
Copywriter Enrique Reija
Agency Producer Olivier Klonhammer
Group Account Director Nicole Reid
Account Director Gemma Knox
Account Manager Simone Raspagni
Planning Director Jonas Vail
Planner Shawn Bohigian
Project Director Meredith Bergonzi
 

Production Company Outsider
Director Scott Lyon
Producer Zeno Campbell-Salmon
Editing Editors
Workpost Rich Orrick & Charlie Moreton
Post-Production Electric Theatre Collective
Lead Artist Giles Cheetham
3D Artists Remi Dessinges & James Sindle
Producer Lee Pavey
Sound Design/Mix Wave Studios: Parv Thind
Music Track Calypso by Blonde Acid Cult

 
Online Easter Egg Experience Biborg
Online Players Monument Production MediaMonks
Print Photographer (Hero Gamer) Sonia Mangiapane
Teaser Production 180 Amsterdam

Client Sony Playstation
Vice President Marketing Usama Al Qassab
Marketing Director Isabelle Tomatis
Senior Brand Manager Adam Grant