Playstation 4 'For The Players'

Today sees the eagerly awaited, international unveiling of ‘For The Players’, an integrated campaign launching the innovative PlayStation 4 (PS4) console to the Christmas gift market and truly putting power in the hands of players, everywhere. 

 
The TVC element of launches in key territories around the world today, mirroring the PlayStation 4 promise to be immersive, connected and social in placing players right at the heart of all development and communications around the new product.

 

180 Amsterdam was tasked with positioning PS4 as a game changer in the world of next generation consoles, driving desirability and advocacy for the console in a way that not only distanced it from competitors but would redefine the category itself.
 

The campaign includes interactive online experiences, print, online teasers, TV and cinema spots, behind the scenes film and OOH elements.  It launches simultaneously in Europe, Australia, New Zealand, India, South Africa and Middle East.
 

The design of the PS4 centres on one core component – the player – and this is the sentiment behind the campaign.  The TVC focuses on a first-person perspective, player’s journey through a world where play has been set free.  Many of the most famous heroes and villains ever to play a part in PlayStation’s games heritage, as well as upcoming PS4 titles, are featured in surprising and exciting scenarios throughout the journey, and players are tasked with finding 50 of these Easter eggs, developed by Biborg, in an online version of the film.
 

The campaign also comprises teasers, events and an interactive social media experience ‘The Players Monument’ where people can declare themselves players, adding themselves to a digital interactive monument, and becoming part of the PS4 community.
 

The TVC was shot on location in Budapest by Scott Lyon, through production company Outsider. Staying true to the grassroots nature of the campaign, the music was the work of unsigned band Blonde Acid Cult.
 

Usama Al-Qassab – Vice President Marketing at PlayStation, SCEE, commented: “Christmas 2013 is set to be another defining moment in the history of PlayStation.  The player has and always will be our focus and they have been central to every stage of PS4 console, software and communication development to an extent never done before.  The task which we set 180 Amsterdam was to conceive and realise a truly electrifying campaign which would empower, unite and galvanize those players, from the rookies to the veterans, all over the world.”
 

Al Moseley, President & Chief Creative Officer, 180 Amsterdam, commented: “Like PS4, this campaign isn’t trying to please everyone. This campaign is for the players, by the players. Its intention is to thrill, surprise and captivate gamers around the world. The campaign is drenched in gaming culture, incredible effects and with every detail and every pixel it delivers to the true gamer.”

 
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