The Drum Awards for Marketing - Extended Deadline

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By Jennifer Faull, Deputy Editor

September 12, 2013 | 1 min read

Sony has launched a European-wide ad campaign supporting the new PlayStation VITA.

Devised by 180 Amsterdam and Minivegas, the 30-second ad aims to show how the PlayStation VITA allows children to immerse themselves in the richness of the PlayStation world.

“The goal for us when approaching this campaign was to create a ‘slice of life’ film that also represented something cool and engaging for kids,” explained Maarten Boon, creative director and partner, Minivegas.

The ad, titled ‘Take the PlayStation World with You’, centres on a family holiday road trip. Rather than the boredom and frustration that would ordinarily accompany such journeys, the children are so engaged in the games they are playing that the characters they encounter emerge in real life.

Sony Sony Playstation

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