The creative agency behind the ‘The world of all purposeness’ campaign is Wieden + Kennedy Tokyo. The creative concept evolves around a conversation between a PS3 and a Banno-negi, a spring onion used in a wide variety of Japanese dishes.
Despite the calm and professional tone of the conversations, it is hard to ignore the comical competitive tension between the console and the onion.
The campaign comprises of seven different commercials, the first of which sees the PS3 compete with Banno-negi on how many different usages it has. The other versions are themed around functions like new colors and memory, internet function on TV, Torne (digital TV adapter) and 3D capability. More commercials are due later this year.
Sony has created a mini-site in support of the campaign. Fans can catch the whole series at www.jp.playstation.com/banno/.
Project The world of all purposeness
Client Sony Japan
Creative agency Wieden+Kennedy Tokyo
Executive creative directors Naoki Ito, Frank Hahn
Copywriter Hiroshi Kuyama
Art directors Shingo Ohno, Johan Prag
Agency producer Kenji Tanaka
Account servicing Ted Yukawa, Takemi Sakairi, Mai Fukue
Production company AOI
Exposure Television, online