Cannes Lions
RESET, Santa monica / SONY / 2019
Awards:
Overview
Entries
Credits
Background
“Play Fearlessly” is part of Sony PlayStation’s ongoing “Greatness Awaits” campaign that, fittingly, debuted during the NBA Finals in 2013. Five years later, the campaign has become iconic of the video game console but this latest spot is different in one respect—it doesn’t show any gameplay or features.
“This year, we identified a massive opportunity to tell a unique story about the PlayStation brand,” Mary Yee, vice president of marketing for PlayStation told AListDaily. “One that focuses on something we can all relate to—the exhilaration and pure joy we all feel when we get to play.”
Execution
Rather than focus on a particular game, “Play Fearlessly” opens with a woman staring down the road at a wall of fog, talking about how the world is full of monsters like loneliness and doubt.
Similar Campaigns
12 items