MR. LEE, TAILOR TO SUPERHEROES AND VILLAINS by Leo Burnett Iberia Madrid for Sony Playstation

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MR. LEE, TAILOR TO SUPERHEROES AND VILLAINS

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Industry Video Games/Consoles
Media Design & Branding
Market Spain
Agency Leo Burnett Iberia Madrid
Executive Creative Director Chacho Puebla
Art Director Juan Sevilla, Bruno Nakano, Angel Morales
Copywriter Juan Pablo Christmann
Designer Bruno Nakano
Released January 2011

Credits & Description

Category: Consumer Products
Advertiser: SONY PLAYSTATION
Product/Service: DC UNIVERSE ONLINE
Agency: LEO BURNETT IBERIA
Date of First Appearance: Jan 10 2011
Entrant Company: 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)
Media placement: Ambient - Retail store - 17/01/2011
Media placement: Posters - Comic Shops / Video Game Shops - 17/01/2011
Media placement: flyers - Comic Shops / Video Games Shop - 17/01/2011
Media placement: stationary - in store (retail store) - 17/01/2011
Media placement: web - internet - 17/01/2011
Media placement: Dimentional Mailing - Direct Marketing - 17/01/2011

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

Describe the challenges and key objectives
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 how you arrived at the final design
Mr. Lee`s tailor shop was a 360º design experience campaign.
Taking care on every detail, from the invitation to the media to the flyers.
The decoration of the tailor shop, the stationary, every poster and all pieces of communication were crafted based on artistic printing, a decorative style born in England at the end of the 19th century. Clearly this is is the style Mr. Lee was looking for when he open his shop in 1934.

Give some 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.