In this advertisement, people see reflections of various Playstation video games in the windows of city buildings.

The communications ensured that this is embraced by the broadest possible group of gamers and non-gamers in their teens, twenties and beyond. Because the game is non-traditional, everything about the campaign was developed to trigger that same feeling. An integrated TV, Print, and Online campaign was developed to support this game launch.A collection of 1,000 small, model-like billboards were developed to be placed in three select markets - Los Angeles, San Francisco, and New York. Armed with the tagline, Fun shall overcome, the team set to work showing the world that fun still matters, and the creative approach of these boards reflects just that. The concept reflects the games crafty homemade approach, with each billboard featuring realistic details, down to the tiny lights and little ladders.

The little billboards also made an appearance in the campaigns TV spot, which was built within the LBP game engine. This in game technology combined with the creative vision, landed the campaign in a world truly representative of LittleBigPlanet.

The campaign to date has been very successful - LittleBigPlanet was the best selling game of 08' for PlayStation. As well as was the most breakthrough campaign for PS3 (58% saw it). In terms of the mini-billboards, each has a hand-written number on the back side, in anticipation that these would start to disappear. In doing so, people would know they were getting something special. This must-have feeling was soon seen on eBay, with the boards selling for up to $260 each.