Problem: Video games are seen as mindless entertainment and many gamers are shamed for enjoying them.
Solution: We highlight the deep narrative storytelling that video games are capable of. This will set Sony apart from an oversaturated gaming category. The other brands make games, Sony crafts unforgettable experiences.
OOH
Gamers are not our target. Instead we focus on those who know little to nothing about games. We use the framework of a tutorial. This stick makes you move, that button makes you jump. The headlines suggest that PlayStation games are more than just games. The images are all screenshots from PlayStation 5 gameplay to illustrate how real these characters seem.
ACTIVATIONS
ALL THE FEELS:
When you’re sad you cry along with a ballad and when you’re mad you thrash to metal. PlayStation now has a way to curate your gaming experience based on how you feel. Directly from the home screen media is divided into categories much like a streaming service. Browse music, movie and game pairings for every emotion.
BATTLE STATION:
We create an exclusive gaming chair and gift it to major gaming influencers. Equipped with all the bells and whistles to get you fully immersed in Playstation’s epic worlds. Lighting that changes based on in-game location, VR connectivity, surround sound speakers and vibrations that put you in the middle of the action.
THE FIFTH DIMENSION:
We shoot an OLV series of reaction videos of people trying out fake “5D” VR headsets. These headsets have transparent lenses and let you simply see what’s actually around you. Then we surround them in flash mob style performances and SFX based on PS exclusive titles. At the end of these live-action skits all the actors disappear from the person’s field of view. We end each video by simply asking: “What did you think about the graphics?”