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AMSTERDAM – November 15, 2013 – PlayStation 4 (PS4) has unveiled "For the Players," a new integrated campaign by 180 Amsterdam to launch the PlayStation 4 console.
The campaign includes interactive online experiences, print, online teasers, TV and cinema spots, behind the scenes film and OOH elements.
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’s TVC element launched in key territories around the world, 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.
The sentiment behind the campaign is centered on the core component of the PS4 design: the player. 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 includes teasers, events and an interactive social media experience ‘The Players Monument’ where people can declare themselves players.
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.
“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,” said Usama Al-Qassab , vice president of marketing at PlayStation, SCEE.
Meanwhile, Al Moseley, 180 Amsterdam president and chief creative officer 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.”
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