With the launch of its latest console, the PlayStation brand was faced with a number of unique challenges including product delays, justifying the highest price point in the category’s history and competing against a rival console that had a year’s head start in the market.

Enter… the white room.

The Kubrickian simplicity of the white room was the blank canvas upon which to intrigue consumers with a series of provocative metaphors that demonstrated the PS3’s groundbreaking features and functionality. Right from the start we wanted something iconic, something that would stand out from the clutter of traditional video game advertising.

Using provocative metaphors, we built an integrated campaign that used all media touch points to educate consumers about the complex technologies of the PlayStation 3. From Consecutive TV and print ads to a series of online films we forged an emotional connection with our audience.But for the campaign to be successful, we needed to find a way to excite PlayStation’s fanatical fan base and incite them to spread the word throughout the online community.

For those who knew where to look, a secret language was revealed, leading gamers on a trail to unlock exclusive, hidden content at PlayBeyond.com.