16 February 2012 - 9:49am | posted by | 0 comments

Everyday Joes become heroes in Playstation Vita launch campaign

Sony has unveiled an international ad campaign to launch its new portable gaming device Playstation Vita.

The campaign, created by 180 Amsterdam and directed by Cary Fukunaga, shows five gamers in everyday situations who are transported to epic landscapes through their Vitas.

Al Moseley, executive creative director at 180 Amsterdam, said: "Gaming is quickly moving from being an escapist activity to the way we live our lives. The line between the real world and game world is permanently blurring.

"You could say that the first generation of gamers were teenagers who hid in their bedroom, then the console moved to the living room and now with PlayStation Vita, a portable experience to match PS3 has moved onto the streets.

"This is no longer about leading a double life, but rather a life in which we can proudly game, wherever we are, and with anyone we want. The world really is in play."

Along with the TV spot, the campaign also includes cinema, print, OOH and digital activity.

Be the first to comment on this article: sign in or register.

Latest Projects from the Profile Hub

Sports Bra Award Win

19/12/2014
Our super-star lingerie client, Wacoal Eveden, is...

Malibu - creating the perfect brand moment to enhance engagement

17/12/2014
The challenge How do you change customers’ perception of...

Driving Sales From Social During Black Friday

16/12/2014
The craze of Black Friday crossed the pond and hit the UK...

BREACH: LETS JACK

16/12/2014
‘Jack’ – the infectious track by British producer Breach...

Launching the Seasonal Cities App

15/12/2014
In Q3 2014 Rooster was tasked with launching the new travel...