Sony Playstation A new positioning

2003 and Sony were about to launch Playstation 2.

Already dominating the gaming market, the opportunity lay in converting non-gamers and technophobes. The sort of person who has trouble configuring their internet preferences.

But gaming ads had become dark, hyperactive and testosterone-fuelled or weird, futuristic and just a bit pretentious. And it was putting people off.

A lot of people thought you needed to know how to operate a computer to use a Playstation, or that the Playstation is some kind of home computer.

The breakthrough came from the planner. ‘We’re talking about playing games. It is meant to be a laugh.’

Simple & fun. And for everyone.

Fun, Anyone?

Finnish animator and artist Erica Akerlund added the perfect visuals to match the scripts.