Sony Computer Entertainment Europe has launched the PlayStation Vita portable gaming device with an international communications campaign, “The World is in Play”. The campaign celebrates the idea that through the new portable PlayStation Vita platform, the two worlds of real life and gaming can be merged. Five gamers are at first are seemingly involved in everyday ‘real world’ activities: waiting for a bus, picnicking on a beach or simply catching a train. The story of each gamer unfolds to reveal that through playing their PlayStation Vita, they have been transported to a corresponding game world: a packed out football stadium, an epic D-Day landing and an awe-inspiring submarine that demonstrates the promise of PlayStation Vita’s augmented reality. The game, launched on February 22, is now ever present in the real world.
“Sony’s best launch line up ever, including Uncharted Golden Abyss, EA FIFA Football, WipEout 2048 & Little Deviants.” Check out psvita.com for the full line-up. PS Vita, The World Is In Play #TheWorldIsInPlay Click on the image below to play the video in YouTube (HD)
Click on the image below to play the behind-the-scenes video in YouTube (HD)
The communications campaign features TV, cinema, print, OOH, and digital.
The World Is In Play campaign was developed at 180 Amsterdam by executive creative director Al Moseley, creative director Galen Graham, art director Martin Terhart, copywriter David Chalu, account director Gemma Knox, planning director Jonas Vail, agency producer (TV) Richard Firminger and agency producer (print) Meredith Bergonzi.
Filming was shot by director Cary Fukunaga via Independent with producer Emma Butterworth, executive producers Jani Guest and Verity White, director of photography Adriano Goldman and production designer Chris Jones.
Editor was Russell Icke at The Whitehouse Post. Post production was done at MPC by VFX producer Scott Griffin, Flame operator Ludovic Fealy, VFX supervisor Ludo Fealy, VFX team Chrys Aldred, Duncan McWilliam, Fabian Frank, Ollie Caiden, Lizzie Bentley, Roberto Zincone, Robert Hesketh, Ryan Hadfield, Dan Lorenzini, Dan Cowley, Tom Harding, Johan Dekker Jama Djurabaev, Anbarasu Elangovan, Sumesh Chammancheri, Raju Ganesh S, Inigo Vimal Roy, Balakrishnan R, Pinto Sasikumar, Arun Kumar, Rajkumar C, S Sundaramoorthy, Venkatesh R, Vivekananthan R, and colourist George K.
Photographer was Alex Telford.
Media planning was by OMD.