Cannes Lions

PLAYSTATION GAME

TBWA\PARIS, Boulogne-Billancourt / SONY / 2004

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Overview

Entries

Credits

Overview

Execution

Every year, PS2 runs a single page ad that mixes seamlessly with articles about. In doing so, the entire article becomes part of the PS2 ad.

Outcome

Added to the disruptive effect on unaware readers, the campaign has achieved an additional goal : by providing a new diversion on the same tag line every year, it has become a yearly "rendez-vous" with magazine readers, and a collectors' item in itself ; the target audience now seeks out for the next "PS2 Bikini" ad.

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