180 Amsterdam has created a new cross-platform campaign for PlayStation 3 designed to make the Sony Computer Entertainment-owned gaming system the console of choice for families this Christmas.
The immersive world of PS3 is brought to life in the fantasy fairground setting depicted in the ‘Family Day Out’ TV commercial, which sits at the heart of the new campaign.
As a family arrives and tours the entertainment stalls, different family members explore rich, interactive experiences demonstrating the proposition that PS3 provides "a world of endless family fun".
By directly referencing a variety of entertainment and gaming experiences available on the platform – from motion control games on Sports Champions 2, and HD movies on demand such as Ice Age 4, to new ways of playing on Wonderbook and games for everyone such as Little Big Planet Karting, the ad also underlines the promise that PS3 brings the family together – whatever their particular interest or taste.
The accompanying print execution invites mums to enter the world of PS3 by visiting playstation.com/family to discover and learn more about the different features the console offers. Digital creative draws on elements of both the TV and print work to further drive traffic online.
“With a world of gaming and entertainment titles, this campaign for PlayStation 3 takes a unique take on play, igniting the imagination of our audience to discover a range of new experiences as a family” says Al Moseley, Executive Creative Director at 180 Amsterdam.
Creative Directors for the new campaign were Graeme Hall and Martin Terhart. Art Director was Robbie Graham and Copywriter Rachel Holding. The TV work was directed by Ben Dawkins through production company Park Pictures (London) with post-production done at Glassworks Amsterdam.
The campaign, which broke on December 7 in the UK where it will run until the end of the year, will also be seen in Ireland, Poland, Austria, Russia, Denmark, Finland, Norway, Sweden, Belgium and the Netherlands.