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Play Has No Limits
Amplify + PlayStation turn the world blue to show that ‘Play Has No Limits’...
Challenge
In support of the release of the brand film and media campaigns, which spotlights how fun life can be when people take play seriously, PlayStation wanted a global groundbreaking activation that would extend the reach of the ATL campaign and drive further excitement and engagement within the gaming community and amongst potential PS5 owners.
They needed an activation that would surprise audiences by bringing joy in unexpected and exciting ways on a cultural level.
Insight + Strategy
With the ongoing political and economic uncertainty & instability, coupled with financial pressures, people are faced with a few moments for levity, playfulness and fun.
But PlayStation has always been on a mission to show that ‘Play Has No Limits’ and are seriously committed to creating joyful, unexpected and exciting experiences.
And this year was no different.
This campaign needed to showcase the importance of play in jaw-dropping, novel ways, connecting with audiences around the world through physical and online moments of play.
Truly showing how PlayStation delivers unexpected moments which surprise and enrich players’ experiences.
Solution
Introducing… Play Feels Epic.
The ATL ad, created by Adam&Eve depicts a city as it transforms into a game.
We took this inspiration and ran with it to develop a blue thread that would invite people living in cities around the world to play the biggest game of their lives on an epic scale; proving that there’s no greater feeling than play.
We knew that not everyone would be able to access the playful moments IRL, so we created films that would play out on social media to ensure that the campaign travelled far and wide.
The campaign transformed some of the world’s most iconic landmarks into larger-than-life games and invited people to literally play the cities around them.
Bringing the ‘Play Has No Limits’ global launch campaign to life, we created a thread that showed people playing landmarks across the world, one city at a time.
From playing pop-a-shot against the Eiffel Tower in Paris to turning the Sky Tower in New Zealand into a high striker, the landmarks were transformed into mesmerising immersive and interactive games designed to break through the screen.
Over a three-week period, we captured and released, within 24 hours of going live, 10 films on PlayStation social channels, one for each of the activations, celebrating the messaging that Play Has No Limits. These films showed the physical actions of play from the gaming community having an epic impact on the landmarks of cities around the world.
Whilst not everyone would get a chance to play, the films captured and shared on social media ensured that everyone would know how play feels.