Cannes Lions

Tokyo is now

TBWA\PARIS, Boulogne-Billancourt / SONY / 2017

Film
Film

Overview

Entries

Credits

Overview

Description

PlayStation is involved in the world of sports and wanted to affirm its commitment by signing a 3 years long partnership with the prestigious French sports institute: INSEP. In this second year of partnership, the brand is now launching a second campaign that is once again celebrating the daily work put in by INSEP athletes.

All is about gamers and athletes competitive state of mind. Athlete’s return to training is the particular moment PlayStation focuses on this time around. Returning to training is a crucial moment for athletes.

The film is inspired by the style and codes of Manga, and more particularly it’s proper elegance and exaggeration, which enabled illustrators to transcript athlete’s return to training in a spectacular way. Manga is obviously a reference to PlayStation’s Japanese origins, but also to the strong bond that exists between video games and Japanese comics.

Execution

The film is inspired by the style and codes of Manga, and more particularly it’s proper elegance and exaggeration, which enabled illustrators to transcript athlete’s return to training in a spectacular way. Manga is obviously a reference to PlayStation’s Japanese origins, but also to the strong bond that exists between video games and Japanese comics.

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