Sony Playstation: "MR. LEE, TAILOR TO SUPERHEROES AND VILLAINS" Design & Branding by Leo Burnett Iberia

Type of Entry: Environmental Design
Category: Temporary Retail
Advertiser/Client: SONY PLAYSTATION
Product/Service: DC UNIVERSE ONLINE
Entrant Company: LEO BURNETT IBERIA Madrid, SPAIN
Design/Advertising Agency: LEO BURNETT IBERIA Madrid, SPAIN
Executive Creative Director: Chacho Puebla (Leo Burnett Iberia)
Creative Director: Juan Christmann (Leo Burnett Iberia)
Creative Director: Juan Sevilla (Leo Burnett Iberia)
Art Director: Bruno Nakano (Leo Burnett Iberia)
Art Director: Juan Sevilla (Leo Burnett Iberia)
Copywriter: Juan Christmann (Leo Burnett Iberia)
Designer: Bruno Nakano (Leo Burnett Iberia)
Head of Digital: Asier Garcia Barroso (Leo Burnett Iberia)
Head of PR: Sarah Okrent (Leo Burnett Iberia)
Head of Events: Cristina Baixas (Leo Burnett Iberia)
Brief Explanation:
The challenge was to make a design great enough to reach fans:
Comic Fans - Video Games Fans - MMO players Fans
The design also had another challenge: to mix two worlds: the old fashion look of a tailor shop with a modern and cool touch of Playstation
Describe the brief from the client:
To launch the new PS 3 game, DC Universe Online, in which you can create your own superhero or villain by choosing powers, abilities and, of course, your custom suit
Description of how you arrived at the final design:
The design and decoration was based on a classic antique English tailor shop, with a serious and discreet look. A unique environment, worthy of receiving such a special clientèle.
Indication of how successful the outcome was in the market:
The Madrid shop was more successful than Gotham city's. The appointments were all filled in just a few hours and hundreds of suits were ordered.
The earn media represented 4000% Return On Investment to the brand. And we are talking about news content, not advertising.
"Mr. Lee´s tailor shop is our most successful launch campaign since I've been working at Playstation."
Francisco Sayans.
Interactive Media Manager.
PlayStation.