Sony Playstation Design & Branding Mountain by TBWA\London

Mountain

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Industry Video Games/Consoles
Media Design & Branding
Market United Kingdom
Agency TBWA\London
Released September 2003

Awards

Andy Awards 2004
Tv & Radio Technique: Visual Effects Gold

Credits & Description

Title "Mountain"
Agency TBWA\LONDON
City London
Production Company: Gorgeous Enterprises, Zohar Cinema E Communicacao
Advertiser Sony
Brand Name Sony PlayStation 2
Product Name Playstation 2
Business Sector Video Games/Consoles
Date of First Publication 2003
Market Europe, United Kingdom
Country of Production United Kingdom
Language English
Type Television
Length 60 seconds
Soundtrack/Song "Get on Board Little Children"
Tagline fun anyone?
Synopsis:
Sony PlayStation ad where people are perpetually climbing over each other creating a human mountain.
Context
After PlayStation's initial product launch with TBWA\, it's success had created a very enviable problem, improve on its industry leading market share and meet extremely ambitious sales targets. The only problem was PlayStation's original breakthrough advertising that revolutionised the gaming world was being copied and its initial market advantage had slowly become a category convention. PlayStation needed disruption.
Philosophy/Solution
TBWA\London and Sony PlayStation changed gaming from a individual, serious experience, to one that involved everyone in a fun atmosphere. This came full circle with the end line, 'Fun Anyone?' and the award winning advertisement Mountain.
Results
As a result of this groundbreaking advertising Sony PlayStation exceeded it's sales targets and further distanced itself from its competitors. It enjoys 77% worldwide marketshare.