This was the European launch campaign for the PS4. And like the PS4 itself it was made entirely for the players.
Teasers were followed by the launch TVC, brought to life by director Scott Lyon.
Extending the film into digital, it includes over 50 references to past, present and future PlayStation games and commercials. By spotting all of these "easter eggs", players could win exclusive rewards.
But the overall campaign had many more elements. The case study shows all the elements and results.