Playstation UK: #GameIsNeverOver by TBWA\Paris
- Location:
PlayStation is involved in the world of sports and wanted to reaffirm its commitment by signing a 3 year partnership with the prestigious French sports institute: INSEP. The brand seized this opportunity to launch a communication campaign celebrating the daily work put in by INSEP athletes.
The campaign’s concept #GameIsNeverOver was born by watching athletes from all ages and all kind of disciplines repeating the same actions all over again, sometimes to the point of exhaustion.
The campaign’s message is the following: defeat is just one necessary step in every high performance athlete’s path. It is only thanks to bravery, perseverance and relentless work that they can one day become champions. But the campaign’s purpose is also to create a strong link between sports and video games. Indeed, PlayStation directs its message as much towards sports players as towards gamers.
Although they come from different worlds, they share a common state of mind: they are competitors through and through. Today this link is becoming increasily with the rise of e-Sports.
Credits
Executive Creative Director: Benjamin Marchal, Faustin Claverie
Art Director: Sebastien Guinet
Copywriter: Josselin Pacreau
Additional Credits: Maxime Boiron
TV Producer: Amer Zoghbi
Production: \ELSE
Director: Hungry Beards
Photography: Martial Schmeltz
Producer: Jennifer Bauche
Post Production/coordinator: Melanie Bernard
Post Production: \ELSE
Sound: Head of Sound Department: Olivier Lefebvre
Production: \ELSE
Music and Sound Producer: Fabrice Pouvreau
Sound Design/Compo: Max Labarthe
DA musique: Philippe Mineur, Ferdinand Huet
Print: Art Buyer: Barbara Chevalier
Photographe: David Marvier
