Planning Awards: TBWA\C\D, Playa del Rey, Calif. (Silver)

AGENCY: TBWA\Chiat\Day, Play del Rey, Calif.

Client: Sony Computer Entertainment America

Brand: PlayStation 3

Category: Product/service introduction

Campaign Title: “Launch”

Planners: Brian Longtin, Scott MacMaster, Martin Ramos, Daniel Teng

There are many communication challenges when your client announces a new product in spring 2005 and doesn’t unveil it until November 2006. For one, it’s no longer just about telling everyone, “It’s here.” The press is more critical and users need to be persuaded that it will deliver the experience that’s being promised.

This case describes a planning team that had to act as a cultural translator, bridging the chasm among an advanced technology client, an audience focused on experiences and creative teams that only wanted inspiration. The idea of a technology that you don’t play but that plays you was inspired by the heightened aural and visual experiences of Ecstasy (at least, an exhibition about Ecstasy at the Museum of Contemporary Art in Los Angeles—or so they claim). An experiential briefing ultimately led to a powerful creative idea that literally gave life to PS3.