Photographer/prosthetics whiz Dimitri Daniloff and TBWA/Paris are at it again for the PS2, with a Cannes Gold Lion-winning round of in-your-face images, some based around the familiar four-button Sony videogame symbolism, some not. According to the agency, this latest work is not so much a brand campaign as a "relationship campaign aimed at various targets." That relationship aspect is partly about "emphasizing multiplayer gaming, which is why there are always two or more people in these visuals." As for the particular focus of each of the four ads, this fashionista's scarfest is indicative of the "strong experiences" that the PS2 can provide - "people still bear marks of their gaming experience." This ad is targeted not simply at gamers but at trendsetters, potentially taking the PS2 into a wider domain of conspicuous coolness. In other executions, the kinky menage of "Plugs" (see AdCritic.com), again aims at the trendsetters - "the casting, the styling and the visual concept are all very fashionable in order to help build the appeal of the brand with this opinion-leading target."
Client: Sony Agency: TBWA/Paris CD: Erik Vervroengen CWs: Matthew Branning, Guillaume Chifflot, Benoit Leroux, Manoelle van der Vaeren ADs: Chris Garbutt, Cedric Moutaud, Philippe Taroux, Sebastien Vacherot Art Buyer: Barabara Chevalier Photographer: Dimitri Daniloff