Entitled “Playface” the project filmed fifty people while they played the games. Actors, musicians, DJs and regular people are all featured in the commercials. From September to November, a caravan will tour around Tokyo and Osaka capturing the faces of people. Sony will award the most popular face with US$25,000 worth of game products.
The new slogan for PS3 is loosely translated into “It will make your heart beat faster”. Wieden & Kennedy created the pan-Asian campaign after Sony Computer Entertainment appointed the agency in a pitch that involved Dentsu, Saatchi & Saatchi Fallon, Hakuhodo and GT.
Credits:
Project Playface
Client Sony Computer Entertainment
Creative agency Wieden & Kennedy, Tokyo
Executive creative director Sumiko Sato
Creative director +cruz
Art directors Shane Lester, +cruz
Copywriter Andrew Miller
Agency producer Kenji Tanaka
Production company Partizan Darkroom, London
Director Timothy Saccenti
Producer Russell Curtis
Executive producer Jordan McGarry
Production service company Camp Kaz, Tokyo
Director of photography Naoki Noda
Editor Dayn Williams, Cut + Run, London
Exposure Television, event
