A look at Love's PSPGo campaign
Here is a look at the PSP Go campaign, created by Love to promote the hand held console from Playstation which allows disc free download and play wifi connectivity.
The PAN-European cinema, TV and online ad was directed by Blac ionica, featuring locations around Manchester including the Lowry Theatre and Salford Quays.
The print campaign was developed by the Manchester-based creative agency alongside Carl Burgess.
Darren Hughes, creative director for Love, explained the idea behind the PSPGO campaign, saying that it was necessary to establish a creative platform which would allow the campaign to fully demonstrate the capabilities of the console while working it into a conceptual framework for the campaign line ‘Your whole world in your hands’ which was previously developed for the PSP 3000 console.
“The PSP Go features a unique slider opener. Across both dynamic and static creative execution we used the open slider, as our central, or key concept image. With slider open a whole universe of colourful and exciting high quality content and entertainment is irresistibly drawn to the console and player in a thrilling download stream of content or vortex,” explained Hughes.
“Across static and dynamic we used a combination of animation techniques so that the stream of downloadable entertainment possibilities across games, music, movies, internet. manifested in ways that were irresistibly playful, fresh and surprising.”
The agency has been working with Sony for around a year and has now created 17 TV commercials in that time.
All the ads, apart from in Germany (shown in Austria and Germany) and Buzz Quiz World (shown only in France) have or are to be broadcast Worldwide apart from Japan, USA, Canada and South America.
Below is a list of the adverts alongside the name of the director for each:
PSP3000 launch - Jon Humpreys Neighbourhood in Manchester
Resistance - Jon Humpreys Neighbourhood in Manchester
Buzz Brain of... - Jon Humpreys Neighbourhood in Manchester
Buzz Quiz World - Jon Humpreys Neighbourhood in Manchester
Harry Potter and the half blood prince - Shih-Ting Hung 1st Avenue Machine in New York
Colours range - Shih-Ting Hung 1st Avenue Machine in New York
Germany brand ad - Mike Maloney Rokkit in London
Motorstorm Arctic Edge - Mike Maloney Rokkit in London
Gran Turismo - Chris Gaffey The Mob in Manchester
Hannah Montana Rock Out the Show - Hanne + Marc at Passion Pictures in Norway
Invizimals - Jesper Hiro at RSA Films in London
LittleBigPlanet - Rebecca Manley at Slinky in London
Christmas Pre-teen range - Vinicius Costa at 1st Avenue Machine in New York
Jak & Daxter - Vinicius Costa at 1st Avenue Machine in New York
PSPgo launch - Blac Ionica at Another Film Company in London
PSPgo entertainment - Blac Ionica at Another Film Company in London
PSPgo GT offer - Blac Ionica at Another Film Company in London