Playstation Builds a Machine That Measures Your Fear

Brand Created 'Fear Index' Promoting Launch of 'Until Dawn' in Spain

Published On
Sep 30, 2015

Editor's Pick

To promote the launch of scary videogame Until Dawn in Spain, Playstation built a machine that "measures" players' fear. The contraption, created by TBWA/Espana in Madrid, tracked participants' heart and respiratory rate, blood pressure, body heat balance, eye movement and pupil dilation, creating a reading on a "fear index" calculated in a one to five scale. The users could then share their index on social media. Playstation also received national media coverage around the campaign.

Credits

Date
Sep 30, 2015
Brand:
Sony Playstation
Client:
Sony Playstation
Agency:
TBWA/Espana-Madrid
Advertiser:
Jorge Huget
Advertiser:
Juan Jimnez
Advertiser:
Mario Ballesteros
Advertiser:
Sandra Pascoa
Advertiser:
Susana Martn
Advertiser:
Paloma Aragn
Group Creative Director:
Juan Snchez
Group Creative Director:
Guillermo Gins
Creative Director:
Lus Munn
Creative Director:
Fran Lpez
Art Director:
Fran Lpez
Art Director:
Beatriz Botet
Art Director:
Eduardo Ustarroz
Copywriter:
Luis Munn
Copywriter:
Elena Gonzalez
Executive Producer:
Mariluz Chamizo
Producer:
Elisa Gonzlez
Post Production:
Eduardo Ustarroz
Post Production:
Borja Garrido
Post Production:
Irune Angulo
Account Team:
Nicole Mller
Account Team:
Ignacio Hortal
Account Team:
Marina Romillo
Creative Planner:
Jess Fuertes
Creative Planner:
Andrs Gonzlez
Print Producer:
Nuria Mazaro
Print Producer:
Felipe Garca
Digital Production:
Rebeca Garrobo
Production Company:
Espada y Santa Cruz
Director:
Juan Espada
Director:
Miguel Santacruz

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