With the implementation of EyeToy, Sony has fired off the starting shot for the extension of the target group. With EyeToy you are now able to navigate the PlayStation 2 over a camera and not only with the Controller. Instead of a complicated explanations and with the view of engineers and coders, we show in the introduction campaign that, what the EyeToy really makes: the liberation of hands and feet. This simple message reached not only the gamer but also whole families. It was our job, outside of a classical print and TV campaign, to meet the consumers in their everyday life situations and to call attention very clearly to our slogan 'Free your Hands and Feet and have Fun'.