Challenge​
For 25 years, the PlayStation brand had operated as separate regional organisations that communicated very differently. To add more complexity, the gaming brand had diversified across several sectors including hardware, software, and services – each with their own target audience, revenue streams, and benefits.​
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In the build-up to the all-important PS5 launch, we were tasked with creating PlayStation’s first-ever global brand platform to unite the brand across diverse markets and diverse products, retaining opportunity for local nuance and relevance.​
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Insight & Strategy​
Every 6 or 7 years, with the launch of new consoles, gaming brands seek to reinvent themselves to win a new generation of gamers, and every player is suddenly up for grabs. PS4 had won the last generation, but no brand has ever won 2 in a row. ​
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We discovered a universal insight that connected PlayStation’s most valuable early-adopter gamers across every continent; they all felt they had lost touch with how gaming used to make them feel, and feared their most remarkable gaming experiences were now behind them.​
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To win over both old and new generations of gamers, we needed to position PlayStation as the brand that breaks the perceived boundaries of play. The brand that can make players feel unexpected and extraordinary moments again. We sought to create a platform that demonstrated the unlimited gameplay experiences available with PS5. ​
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Solution​
Play Has No Limits – A global brand platform promising new and unexpected experiences, thrills, and adventures to a passionate community of 100 million gamers. From the pre-launch of PS5 onwards, we created a series of campaigns each challenging the perceived limit of play.