This week sees the eagerly awaited, international unveiling of ‘Welcome to the Future of Play’, an integrated campaign introducing the next generation PlayStation 4 console to the 2014 Christmas gift market and aiming to unite the biggest community of next generation Players around the world.
Building on the unparalleled success of last year’s ‘For the Players’ PS4 launch campaign - which recently picked up the Grand Prix and Gold at the prestigious European Effie Awards – the campaign by 180 Amsterdam extends the message to a wider audience, whilst appealing to all current and future Players.
Declaring socially connected gaming as the future of Play, the TVC, print and OOH elements each focus on the latest PS4 key features, that allow Players to join forces with the biggest next generation community around the world, for thrilling online and multiplayer experiences.
180 Amsterdam was tasked with building on PS4’s position 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 new campaign takes an irreverent and fun tone of voice to bring to life the new social opportunities offered by the new generation console and launches simultaneously in Europe, Australia, New Zealand, India, South Africa and Middle East.
Set in an epic Viking battle scene, the TVC was directed by Hollywood director Ruben Fleischer, who was also responsible for high profile feature films such as Gangster Squad, starring Sean Penn, Ryan Gosling and Josh Brolin, and Zombieland featuring Woody Harrelson and Emma Stone. In true Hollywood style the TVC was shot with a cast of 200 extras, stunt men, choreographers, war re-enactors and drone cameras, on location in Lithuania, through production company Caviar.
Usama Al-Qassab – Vice President Marketing at PlayStation, SCEE, commented: “With the 'For the Players' campaign we challenged 180 Amsterdam to create an electrifying campaign which would empower, unite and galvanize Players all over the world. Our aim is to build on the 'For the Players' promise, consolidating PlayStation 4's position as undisputed leaders in the next generation console market, as well as proving that PlayStation truly is the best place to play."