A combined effort between brand experience and innovation company Akcelo, outdoor advertising agency and art studio Apparition Media, and media agency EssenceMediacom brought the latest global PlayStation brand campaign to life in Australia, unveiling a large-scale ambient OOH activation in Brisbane, supported by social content, a creator ecosystem, monstrous tram wrap in Sydney, and a 3D mural extension in Melbourne.
Patrick Lagana, director of marketing ANZ, Sony Interactive Entertainment said, “The Aussie Arrival is our first real-world activation for our global It Happens on PS5 campaign, and the reactions have been incredible! This installation captures the magic of those unexpected and unforgettable moments that can only happen on PS5 – and we’re so proud to bring that energy to Queensland fans in a truly epic way”
Aden Hepburn, CEO of Akcelo said, “As the Australian partner bringing PlayStation’s global It Happens on PS5 campaign to life, our goal was to make the experience feel just as thrilling and imaginative as the worlds players explore on the console. The Brisbane installation celebrates that creative ambition and gives local fans a real-world taste of the PlayStation universe.”
Pippa Berlocher, CEO EssenceMediacom Australia said, “This campaign was all about using media in new and unexpected ways to create those epic, disruptive, moments that define PlayStation 5. It’s a great example of how breakthrough thinking can turn a simple placement into something unforgettable – and seeing it light up Brisbane has been incredible.”
Fans are invited to view the aftermath, spot some easter eggs, and envision the wild chain of events that could have led to this moment.
This large-scale installation is one of the biggest PlayStation activations ever seen in Brisbane, transforming the city into a cinematic aftermath scene.
It Happens on PS5 campaign captures the unexpected and unforgettable moments PS5 has to offer.
“We’re approaching the five year anniversary of the PS5 console’s launch, and it’s amazing to see the number of incredible experiences PS5 has brought to players everywhere – and there are more adventures to come,” said Isabelle Tomatis, vice president of global marketing, Sony Interactive Entertainment.
“Through these past five years, our players have shared their reactions of awe, excitement, and surprise at the extraordinary moments they’ve witnessed while playing PS5. That’s the inspiration for our new ad campaign—we’re capturing the spirit of these moments when the most unexpected and unforgettable experiences happen on PS5.
The ad campaign, will feature three distinct stories:
It Happens on PS5 – Stunt Jump
It Happens on PS5 – Unexpected Catch
It Happens on PS5 – Crash Landings
“In addition to the ad spot, we’re also bringing some of these unexpected moments into the real world, physically. From November to December, players may come across some of these themes inspired by the campaign in various locations around the world – such as UFOs landing in Australia, Spain & Germany or mysterious creatures found in Mexico, Italy & the UK, concluded Tomatis.
“We look forward to seeing more reactions and extraordinary moments that our fans share online with the world. There are many more incredible journeys to come as it often happens on PS5!”
Credits:
Client: PlayStation AU
Creative Agency: Akcelo
Chief Executive Officer: Aden Hepburn
Global Executive Creative Director: Louise McQuat
Chief Strategy Officer: Dave Di Veroli
Creative Partner: Jon Foye
Senior Copywriter: Nathan Moraza
Art Director: Justin Borromei
Client Partner: Oli Cassidy
Business Lead: Max Bennett
Design Director: Mark Berry, Paul Critchley
Senior Designers: Dan Martin, Stephen Au, Lee Stephens, Richard Spencer
Editor: Benny O’Shea
Executive Producer: Mark Summerville
Senior Producer : Dan Burns
Media: EssenceMediacom
PR: Poem
Production Partners: Apparition Media (AM Outdoor), Set Fusion, Content Lion
