Cannes Lions

SONY PLAYSTATION 3

TBWA\WHYBIN, Auckland / SONY / 2008

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Overview

Entries

Credits

Overview

Description

Sony’s PlayStation 3 is so intelligent it is literally alive. The brief was to bring the international campaign line ‘This Is Living’, to life.

Execution

Outdoor media such as buses and bus shelters, targeted ambient stickers by manholes, post boxes, buttons on pedestrian crossings and traffic lights, and also a campaign of bar coasters.

Outcome

The aim of the campaign was to intrigue these people in a non-technical, cyber-geek free way. And ultimately drive people to the website www.thisisliving.co.nz to find out more.Feedback from the client:"One problem with the bar coasters: bars are calling us wanting more as they are walking out the doors. One of my guys who works for me went to a mates flat who is using them in the flat!... feedback has been awesome!"

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