The immersive world of PS3 is brought to life in the fantasy fairground setting depicted in the ‘Family Day Out’ TV commercial, which sits at the heart of the new campaign.
As a family arrives and tours the entertainment stalls, different family members explore rich, interactive experiences demonstrating the proposition that PS3 provides "a world of endless family fun".
By directly referencing a variety of entertainment and gaming experiences available on the platform – from motion control games on Sports Champions 2, and HD movies on demand such as Ice Age 4, to new ways of playing on Wonderbook and games for everyone such as Little Big Planet Karting, the ad also underlines the promise that PS3 brings the family together – whatever their particular interest or taste.
The accompanying print execution invites mums to enter the world of PS3 by visiting playstation.com/family to discover and learn more about the different features the console offers. Digital creative draws on elements of both the TV and print work to further drive traffic online.
“With a world of gaming and entertainment titles, this campaign for PlayStation 3 takes a unique take on play, igniting the imagination of our audience to discover a range of new experiences as a family” says Al Moseley, Executive Creative Director at 180 Amsterdam.
The campaign began airing on December 7 in the UK where it will run until the end of the year, will also be seen in Ireland, Poland, Austria, Russia, Denmark, Finland, Norway, Sweden, Belgium and the Netherlands.
Credits: Creative Agency: 180 Amsterdam Creative Directors: Graeme Hall and Martin Terhart Art Director: Robbie Graham Copywriter: Rachel Holding Production company: Park Pictures Directed by: Ben Dawkins Post-production: Glassworks, Amsterdam.
Here is a sneak peek into The Perrier Secret Place campaign that brilliantly combines modern day marketing strategies. We received our preview invite kit today which included the stamp to get in, and we were also given a special invite code to share with our visitors here at Great-Ads, find it and the link after the campaign Q&A's and credits below.
Perrier Secret Place Premise: If you were at a Secret and Exclusive party and you wanted to party as long as possible, you’d make sure you were as refreshed as possible. And no one can throw a party and ensure you are refreshed to party as long as you can like Perrier.
Q. Tell us about this latest digital initiative for Perrier? Perrier Secret Place puts you in the shoes of a guest who goes to a very very special evening party. A hidden place in an alley in Paris, behind a laundry mat. An evening where all guests will have the opportunity to live their craziest fantasies. And you'll have the best seat in the house to enjoy since all the characters that you see on the screen are clickable. With one click you find yourself in their skin. Living their fantasy.
Q. How did you come up with this idea? We started from the following insight: drinking Perrier during the evening party is the best way to take full advantage of all the opportunities available to you… and until the end of the night. In Secret Place, not only are you at the Ultimate Party living out the experience of the Ultimate Party Guest from the beginning, but you also live out the ultimate evening of 60 other guests who are in the apartment.
Q. And there is something to win, right? Yes. At the ultimate party, we’ve hidden a very special bottle of Perrier. 5 clues are hidden in the rooms of the apartment. They will lead you to the bottle where you are entered into a drawing to win an exclusive invitation to the wildest night of the world party in St Tropez, New Year in Sydney, Miami Art Basel, Carnival in Rio and the closing of the season Ibiza. Only the most experienced gamers will succeed, believe me... Among thousands of different scenarios during the evening, only one leads to the bottle.
Q. So, it’s a game or an interactive film? Both! This project mixes Brand Entertainment and Gaming. We produced 1 hour and 20 minutes of content that allows all users to experience a unique evening scenario. We also used digital interactivity to inject this dimension of Gaming. This involves the quest of finding the bottle and the opportunity to live the lives of all guests by clicking on them.
Q. Why Secret Place? This was inspired by the emerging phenomenon of speak easy. A party venue at the rear façade that has absolutely nothing to do with the place. This is quite in line with Perrier. Completely unexpected.
Q. How are you using social networks to amplify this experience? In partnership with the agency Buzzman, we worked on a social strategy: Become a fan on Perrier Facebook and regularly you will get tips to find clues that will lead you to the secret Perrier bottle. We'll give you a little tip. Slip into the skin of the young man who looks through the keyhole and live out his fantasy. Or play a game of "Pillow Fight" (Sounds weird, but it is Perrier!)
Q. How will the experience function on the mobile? We have specifically developed an application that runs on iPhone / Android / iPad. This is not a replication of the desktop experience but a concept designed for specifically for the mobile device. By downloading the application you enter the rooms of the Perrier apartment and you can navigate through each room. The challenge: find the Secret hidden bottle of Perrier in the apartment.
Q. What was the biggest challenge to pull off this experience? This is the most ambitious project to carry. We spent 18 months writing lots and lots of different scenarios. Produced a film in which we choreographed each scene so that it is connecting with one another when the user clicks on the characters. Sound design work has also been a real challenge. Imagine having to reproduce the sound of a bottle on a bar as many times as there are people in the room who can hear it.
Q. Where will Secret Place be launched? The experience will be available worldwide but open to 20 countries to play in the major markets for Perrier France, United States and Canada. This is the first time that Perrier launches a project of this magnitude in the United States. The challenge is enormous. Positioning is also a little different there. Much more premium. We really hope that the French touch--its audacious content-- is embraced well there.
Q. What results do you expect? There is a counter on the site that counts the number of lives that all users worldwide will live on the site. 1 life = 1 click on a character. I want to hear from Perrier that this idea made 10 million lives by the end of week five of the experience’ launch.
Q. How is this truly innovative? We believe Secret Place is truly a digital first. Not because it’s the first time you can click on something and enter into his point of view. But, the ambition was really to say: Imagine you enter in any movie theater, have the quality screenwriting and the direction of cinema but also to have permanent control over the course of the story.
Q. What kind of partner did you work with to make this type of project? Fighting Fish is our production partner based in Paris. This is the first time that we’ve made a digital experience for Perrier conducted by the French. This is an opportunity to remind the world that France is in a good position on Digital Excellence.
Beyond the fact that Fighting Fish is based in Paris, it was able to fulfill the requirements demanded by this project. The team assembled to deliver this feature was made up of an interactive-hybrid. On the team was Lawrence King, the director of the experience and who is currently working on his own film. Arnaud XXX is the production designer and there were the script writers. Franck Marchal oversaw the sound design – having conducted several reputable orchestras before working with us. Fighting Fish puts digital at the heart of its "production thinking" and Ogilvy Paris thinks the same way. This allows a real synergy between the film's producers and those who are thinking through its interactivity.
Q. Why is Secret Place the right creative approach for Perrier now? Digital and social are playing an increasing role in Perrier's Communications strategy. They have an important, specific role: communicating the edgier, younger, hottest facet of the brand. Reaffirming that Perrier is a must have brand and product when it comes to partying and socialising. And proving, again and again, that the brand loooooves creativity, surprise and inventiveness. This is what Secret Place brilliantly does in my mind. – Benoit de Fleurian, Managing Director | Ogilvy&Mather Advertising. The digital space has opened up a new opportunity for brands. It's solved a contradiction that exists in the real world. Physically, you can't make an exclusive experience accessible to everybody. But with Secret Place, that's exactly what we've achieved. We give people the opportunity to live an experience they wouldn't normally live, but have always dreamed about. Like those exclusive parties you've always longed to be invited to. And thanks to Perrier, you can live it not once, but multiple times, through the eyes of multiple characters. This is an idea that is only possible thanks to the technology we have at our disposal today, and a bit of creative thinking. — Chris Garbutt, Chief Creative Officer | Ogilvy&Mather Paris, Group
Q. The Director is who? And why did you choose this director? Laurent King. We chose him because of his ability to manage this kind of project: half movie, half digital and interactive experience. It's really important to have this kind of new director that knows how to direct with all the constraints that a digital experience impose.
Q. Where did you shoot and tell me one challenge with organizing the shoot or a challenge that arrived at the shoot? How did you overcome the challenge? We filmed in an amazing appartement in Paris that was almost a piece of art by itself. We loved the parisian kind of architecture of it, with lovely rooms, very different to each other. It's very rare to find a place with different moods and atmosphere in it. Moreover, we were looking for a place where you can imagine secret parties happening in it. The biggest challenge was to choreograph all the action of the 60 guests. It was a real challenge because every character had a link to each other in terms of scenario.
Q. Is there a music track? The track of the experience is played live by the group called "TOYZ".
Q. Would love to hear from one of the party-go’ers at this Ultimate Party... The Host: All Secret Places have their secrets. You understand why I'll keep this one...
Credits: Secret Place, a campaign imagined by Ogilvy, produced by Fighting fish while Buzzman was in charge of the Social Media and PR strategy. Format: Digital/Brand Entertainement Chief Creative Officer: Chris Garbutt Creative Director: Frederic Levron, Thierry Chiumino Copywriter: Baptiste Clinet, Nicolas Lautier, Florian Bodet Art Director: Baptiste Clinet, Nicolas Lautier, Florian Bodet, Chris Rowson, Global Business Leader: Constance Capy Baudeau Account Supervisor: Stanislas Vert Film Producer: Diane de Bretteville Digital producer: Hugo Diaz, Cyril Duval, Sandra Petrus Production company: Fighting Fish, Olivier Dormerc, Cyril Couve de Murvil, Adrien Moisson, Benjamin Przelspolewski Sound Design: Le COMPTOIR DU SON / Franck MARCHAL & Alexandre POIRIER Film Director: Laurent King Story development: Olivier Domerc Story editor: Benjamin Bloch Production manager: Caroline Petruccelli Production designer: Arnaud Roth Director of Photography: Frédéric Martial Wetter Line Producer: Vincent RIVIER Location manager: Timothée TALANDIER Main title music: Toys Client: NWFB head of marketing and category, Muriel Koch. Sparkling Brand Director, Fabienne Bravard. Perrier International Brand Manager Armelle Roulland Social Media & ePR Strategy Buzzman: Georges Mohammed-Chérif (CEO & DC) Hubert Munyazikwiye (Head of Social Media & PR) Nicolas David (Social Media Manager)
Visit www.perriersecretplace.com and use the invite code "PE757 " enjoy the party.
Very few things leave me speechless anymore, but this viral video simply entitled "Sexy Santa" has. The promo was created by the Social media company Denizen for the gaming Destructoid.
The XBOX Kinect is a super cool gaming system. But clearly it has a chance become much more than that. And twofifteenmccann is showing us the possibilities with the Kinetic Effect. Credits: Agency: twofifteenmccann Chief Creative Officer: Scott Duchon Creative Director: Paul Caiozzo/James Robinson Art Director: Nik Daum Copywriter: Neil Bruce Director of Integrated Production: Tom Wright Senior Producers: Mai Huynh / Colleen Wellman Business Director: Peter Goldstein Management Supervisor: Melissa Hill Account Executive: Justin Charness
Production Company: Anonymous Content Editorial Company: Arcade Original Music: Q Department Mix: Lime Studios via: SFEgotist
New TV commercial/advert for FIFA 13.FIFA 13 is the world's most exciting football club, and the world's most exciting football club deserves a clubhouse to match. Loaded with the likes of Messi, Cahill, Hart, Benzema, Oxlade-Chamberlain, and Harry Redknapp, FIFA 13's club is a place where all of your football and gaming fantasies come to life. The FIFA 13 advert also features some pretty awesome music, the song is "Can You Feel It" by Freak Power that has been remixed by Fatboy Slim. Credits: Ad Agency: Wieden + Kennedy Amsterdam
Sony Playstation’s MLB 13 The Show launches a Twitter/Vine campaign, a first using the new feature. MLB The Show has begun releasing video baseball cards utilizing Vine, which is the first of its kind.
They surprised a number of individuals on Twitter with their own custom created baseball card, which features a game version of themselves sporting their favorite team. The list included a wide range of gaming and baseball influencers as well as huge advocates of MLB The Show.
The creation of these intricate cards included an artist who designed the player, based off the likeness of their Twitter profile picture, and a gamer who played his way to their favorite Major League team.
Vine’s amazing ability to pair sharable six-second video clips with in-game audio is a natural way for the baseball community on Twitter to get excited for Opening Day next week!
American Express moves into the gaming world with a co-branded experience with your Xbox Live console. You can sync your eligible American Express® Card with your Xbox LIVE Gamertag on Xbox 360 for exclusive content, offers and more. You can also unlock special experiences and additional offers from American Express by reaching specific achievements in Halo 4. Amex takes its Card Sync technology to Microsoft's Xbox LIVE's "Halo 4" where members can unlock content and for offers...Register...Sync...Unloock. More HERE.
The world's largest 3-D interactive projection billboard was created to promote the Chevy Sonic on the Roosevelt Hotel in Las Vegas.
Hollywood Boulevard was taken over last week, where they re-created the giant-sized, 3D version of the old-school claw game in front of the famous Roosevelt Hotel. Passers-by were given a chance to use a human-sized joystick to direct the claw which was projected onto the side of a building and had a chance to win an array of prizes including a $4,000 vacation, a Burton snowboard, and one for lucky person, a 2012 Chevy Sonic.
The project was the work of Goodby Silverstein & Partners and Pearl Media. "With Pearl's innovative approach to experiential advertising and Sonic's willingness to try 'firsts,' we at Chevy wanted to take the partnership into groundbreaking territory. So we added the real-time experiential claw-game piece," said Kevin Mayer, Chevrolet's director-advertising and sales promotion. "Sonic is up for any challenge, and Pearl's Claw Game pushed the Sonic into a new gaming realm that combined old-school fun with cutting-edge technology."
The famous Roosevelt Hotel is no stranger to being used for 3-D projections, Lexus put a twist on traditional Earth Day activities when it brought Earth Night to Hollywood as part of the launch of the all new CT 200h. Lexus transformed The Roosevelt Hotel with a 3D projection featuring architectural light mapping technology. Using state-of-the-art projection, lighting, shadows and 3D animation, the imagery popped from the walls and windows of the hotel to animate the landmark.
Pearl also did one for the release of the X-Men film on the Roosevelt.
BrainBricks is a LEGO product that merges psychical and digital play. The LEGO BrainBricks include tiny sensors, which enable the bricks to sense their configuration with one another and communicate it wirelessly to any mobile device. This allows you to bring your actual LEGO creations to life within a digital gaming experience. So, the better you build the better they perform within the game.
Credits: Advertising Agency: Wonder Years, Netherlands Art Director: Bas van de Poel, Daan van Dam Copywriter: Bas van de Poel, Daan van Dam
For all you gaming fanatics, here's the new UK version Preview Trailer spot for Assassin's Creed 3....enjoy.
After more than 20 years of conflict, the 13 American colonies and the British Crown are on the brink of all out war. Battle lines are drawn. Bloodshed is inevitable. Out of the embers of his burning village, a new assassin will rise. Born of Mohawk and British blood, his fight for freedom and justice will be forged in the flames of revolution. www.assassinscreed.com
Xbox Destiny: The new fragrance by Xbox. The idea of exclusive games, or exclusive downloadable content deals, have been commonplace in gaming for years. But less well known are deals that stop a rival console manufacturer from promoting the fact that a game has been released on their format. One of these is in place for Destiny, which Sony are treating almost like a first party game – despite the fact that it’s also being released on Xbox 360 and Xbox One as well. So another Xbox product had to be created and advertised that just happened to have the same name. Readers could then visit a campaign microsite (has been pulled since) or use the Blippar app to reveal the true story, as well as link to retailers to buy the Xbox version of the game. In just the first few hours, the site had more than 50,000 unique users, but more importantly, with one quick hit just days before the game’s launch, a strong link was forged between the names ‘Xbox' and 'Destiny' in the audience's mind.
How do you make healthy eating and active living fun for kids? By challenging them to try exciting activities such as turning their urine into bug repellent, holding an armpit smelling contest and inviting them to eat as many carrots as they can in hopes of achieving laser vision. The Government of Alberta’s province-wide program, titled the Healthy U 5&1 Experiment, helps families adopt wholesome habits by adding at least five servings of fruit and vegetables, and an hour of activity into each day. In an age where children are familiar with apps, gaming and earning badges, the Healthy U program makes use of this concept to present healthy eating and active living in a fun and engaging way that kids and their whole family can enjoy. “The creative plot boils down to getting kids to take part in 42 off-the-wall, wacky and weird scientific experiments that can make even the pickiest child eat broccoli,” says Eva Polis, creative director, DDB Canada’s Edmonton office. “It is much easier to convince kids to do something when you create an environment where they come to that conclusion on their own.” Developed by DDB Canada’s Edmonton office, the Healthy U 5&1 Experiment presents a 21-day challenge that invites kids and their parents to complete 42 novel experiments. Hosted on www.healthyalberta.com and free mobile app (for Apple and Android users), the provincial program features two daily experiments, one focusing on trying nutritious foods and the other encouraging physical activity. Children can earn awards and track their progress, furthering the incentive to turn these daily experiments into a lifestyle-changing habit. The program’s content targets children between the ages of six and 12, but kids are encouraged to sign up with their parents so they can begin this new healthy lifestyle as a family. The initiative kicked off earlier in May with a week-long tour of schools in Alberta that saw Healthy U host school rallies for more than 2,000 students. Associate Minister of Wellness Dave Rodney and popular YTV personality Andy Chapman co-hosted the rallies, together with the Healthy U Crew, an energetic street team. Continuing this grassroots engagement, the Healthy U Crew will extend this campaign by travelling across Alberta in a can’t-be-missed van, visiting 27 more schools in May and June, connecting with an estimated 7,500 students. The crew will also visit 40 communities in Alberta this summer, attending events including the Calgary Stampede, Edmonton’s K-Days, the St. Albert International Children’s Festival, and the Medicine Hat Spectrum Festival, inviting kids to ‘experiment’ with healthy living in all sorts of crazy fun ways. The crew will also hand out sample kits featuring 10 experiments to try. Online, radio and transit advertising as well as in-store point of purchase at Sobeys round out this integrated campaign by driving families to the Healthy U website. The sponsorship secured with Sobeys creates an added motivation to this program as families who have signed up are given grocery coupons to reduce the costs associated with their weekly experiments. Furthermore, a partnership with YTV supports this initiative via a web series featuring two of the station’s animated superstars – Dr. Frantic and Kerblooey. About DDB CanadaNamed Strategy’s 2012 Agency of the Year and Digital Agency of the Year, DDB Canada is the most creatively acclaimed, internationally recognized marketing communications agency in Canada. Known for advertising that generates significant results for clients, DDB Canada is a “total communications company” whose fundamental belief is that creativity is the most powerful force in business. DDB Canada has offices in Vancouver, Edmonton, Toronto and Montreal. The agency’s integrated groups include: DDB Kid Think (youth marketing), DDB Public Relations, Tribal Canada (digital & social), Karacters Design Group, RAPP Canada (direct), DDB Hodes Recruitment Communications (recruitment marketing) and Shopper DDB (shopper marketing).
The first official trailer for Disney Infinity, an exciting new video game available in summer 2013 on all major gaming platforms including PS3, Wii, Wii U, Xbox 360, and Nintendo 3DS.
EA SPORTS UFC Official E3 2013 Trailer. Feel the fight as the action, emotion, and intensity inside the Octagon are brought to life like never before. The next generation of MMA fighting begins spring of 2014 when EA SPORTS UFC is released for the Xbox One and the PlayStation 4.
Powered by the new EA SPORTS IGNITE engine, EA SPORTS UFC will be alive with Human Intelligence. True Player Motion. Living Worlds. Experience the next-generation of gaming on Xbox One and PlayStation 4.
Introducing Nike Fuel Missions, the first game powered by your everyday movement via this movie style trailer/ad.
In a world conquered by cold, you'll have to earn your way out with the help of Calvin Johnson, Alex Morgan, Allyson Felix and Neymar Jr.
Press: Today NIKE, Inc. announced its first Nike+ Accelerator program, which will host 10 companies for a three-month immersive, mentor-driven startup accelerator powered by TechStars. The program aims to leverage the success of the Nike+ platform to support digital innovation by connecting with companies that share Nike’s commitment to help people live more active lives. The Nike+ Accelerator will accept applications from companies aiming to use Nike+ technology to create products and services that will inspire athletes across a broad range of activity and health goals including training, coaching, gaming, data visualization and quantified self.
The Nike+ Accelerator begins in March 2013 and will run through June, culminating in technology investor demonstration days including a day at Nike World Headquarters in Beaverton, Oregon, and a day in California's Silicon Valley.
The Nike+ Accelerator will be based in Portland, Oregon, near Nike World Headquarters. Once the companies have been selected, Nike will provide development tools, office facilities, technical platforms and support to create solutions leveraging the Nike+ Application Program Interface (API) and Nike+ mobile Software Development Kit.
Nike will also support the companies by providing access to a select list of Nike executives and external mentors. Mentors include Stefan Olander, Nike’s Vice President of Digital Sport; David Cohen, founder and CEO of TechStars; Naveen Selvadurai, co-founder of Foursquare; and quantified-self guru Tim Ferriss. The mentors will engage directly with participating companies during the Nike+ Accelerator. TechStars will facilitate the program, having successfully completed over 15 accelerator programs using their mentor-driven, deep immersion, three-month model. TechStars’ mentoring model has attracted more than $275 million worth of venture capital for the companies that have participated in past programs over the last six years of operation.
Visit nikeaccelerator.com for details and applications. The application deadline is February 3, 2013. Selected companies will be contacted by the end of February, and the program will begin in mid-March. press via:
