PlayStation — This Is For The Players

We launched the PS4 in over 30 countries with the line 'This is For The Players'. Everything we did was focused around the gamers – from hiding hundeds of references from PlayStation's past in the launch TV spot, to teasers based on original PS1 games.

Euro Effies — Grand Prix
Euro Effies — Gold 
Effies — Global Finalist
Webby Awards — Official Honouree
Best Ads on TV — Best Integrated 

We teased the campaign with two films.
The first one called Hadouken Cabs was for a fictional Minicab service, fronted by Ryu from Street Fighter. Those with a keen eye were directed to a site straight out of the 90s.

The TVC had over 70 references to PlayStation culture,
both new and old – including a nod to one of the greatest ads ever made.

We also created a digital monument, where people could declare themselves as Players and pledge their allegiance to PS4. The monument could be filtered by trending, location or player type. We even had an entry from Easter Island!