Sony Playstation Design & Branding MR LEE MAGAZINE COVER by Leo Burnett Iberia Madrid

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Industry Video Games/Consoles
Media Design & Branding
Market Spain
Agency Leo Burnett Iberia Madrid
Creative Director Juan Sevilla, Angel Morales, Juan Pablo Christmann
Released February 2011

Credits & Description

Category: Publications & Business Communications
Advertiser: SONY
Product/Service: PLAYSTATION
General Creative Director: Mark Tutssel (Leo Burnett Iberia)
General Creative Director: Chacho Puebla (Leo Burnett Iberia)
Creative Director: Juan Sevilla (Leo Burnett Iberia)
Creative Director: Juan Christmann (Leo Burnett Iberia)
Media placement: event, graphic design - tv, internet, press - february 2011

Describe the brief from the client
To launch the new DC Universe Online game (inspired by superheroes and villains from DC Comics).

Describe how you arrived at the final design
We opened a special tailor shop in the heart of Madrid. Mr. Lee´s tailor shop allowed people to design and order their own superhero or villain suit, in a move inspired by the games new customization feature which lets players create their own character, powers, accessories and overall look.
A very special press invitation was sent in the form of an exclusive suit bag and each press contact was booked a personal appointment.
A series of posters, direct marketing, and print ads following the old-style art design announced the exclusive opening of the shop within the comic book, gaming and design communities. Viral videos filtered the on-line community creating buzz and expectation.

Give some indication of how successful the outcome was in the market
Through the Mr. Lee website clients were able to book exclusive appointments. All of the appointments were taken within the first day of launching the website. The doors were opened on January 17 and continued for 2 weeks. We had to extend the store for extra days to accommodate the demand and leave no heroes out.
The spatial design of the shop was completely integrated with the old style printing of the 30´s, the same decade that DC comics was founded. Inside the shop Mr. Lee, the experienced tailor took clients measurements and gave them a detailed 3D sketch of their suit to take home. 16 different suits were ordered and created.