Sony PlayStation Vita launch campaign
heralds the evolution of portable gaming
Sony Computer Entertainment Europe is launching their highly anticipated and unrivalled PlayStation Vita portable gaming device, supported by an international communications campaign – ‘The World is in Play’, created by 180 Amsterdam.
The PlayStation Vita signals the next generation of portable gaming through a series of innovative product features that combine to give an uncompromised, rich, immersive and powerful portable experience.
The campaign celebrates the idea that through PlayStation Vita, the world is now in play. It brings to life the coexistence of real life and gaming via a merging of these two worlds. Through a series of vignettes we are introduced to five gamers seemingly involved in everyday ‘real world’ activities: waiting for a bus, picnicking on a beach or simply catching a train.
The story of each gamer unfolds to reveal that through playing their PlayStation Vita, they have been transported to a corresponding game world – a packed out football stadium, an epic D-Day landing and an awe-inspiring submarine that demonstrates the promise of PlayStation Vita’s augmented reality. The game is now ever present in the real world.
Al Moseley, Executive Creative Director at 180 Amsterdam:
“Gaming is quickly moving from being an escapist activity to the way we live our lives. The line between the real world and game world is permanently blurring.
You could say that the first generation of gamers were teenagers who hid in their bedroom, then the console moved to the living room and now with PlayStation Vita, a portable experience to match PS3 has moved onto the streets.
This is no longer about leading a double life, but rather a life in which we can proudly game, wherever we are, and with anyone we want. The world really is in play.”
The communications campaign features TV, cinema, print, OOH, and digital.
Directed by Cary Fukunaga, of the critically acclaimed ‘Jane Eyre’ and ‘Sin Nombre’.
Executive Creative Director: Al Moseley
Creative Director: Galen Graham
Art Director: Martin Terhart
Copywriter: David Chalu
Account Director: Gemma Knox
Planning Director: Jonas Vail
Agency Producer: Richard Firminger
Director/Production Company: Cary Fukunaga, Independent
Producer: Emma Butterworth
Executive Producer: Jani Guest
Editor: Russell Icke
Post Production: MPC
Post Producer: Scott Griffin
Flame Operator: Ludovic Fealy
Sound Design: Factory
DoP: Adriano Goldman
Production Designer: Chris Jones
Composer: Pete Raeburn
Photographer: Alex Telford
Agency Print Producer: Meredith Bergonzi
Media planning/buying: OMD