Cannes Lions

DC UNIVERSE ONLINE

LEO BURNETT IBERIA, Madrid / SONY / 2011

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Presentation Image
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Overview

Entries

Credits

Overview

Description

To launch the new PS 3 game, DC Universe Online, in which you can create your own superhero or villain by choosing powers, abilities and, of course, your custom suit, we created a tailor shop that specializes in handcrafting custom suits for heroes and villains. So you can make your suit a reality and can live the same experience as the game in the offline world.

Execution

All posters were created based on artistic printing, a decorative style born in England at the end of the 19th century. Clearly this is is the style Mr. Lee was looking for when he open his shop in 1934.

Outcome

The Madrid shop was more successful than Gotham city´s. The appointments were all filled in just a few hours and hundreds of suits were ordered.The earn media represented 4,000% Return On Investment to the brand. And we are talking about news content, not advertising."Mr. Lee´s tailor shop is our most succesful launch campaign since I`ve been working at Playstation."Francisco Sayans.Interactive Media Manager.PlayStation.

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