CLIENT
Sony Computer Entertainment America, Inc.
Peter Dille, SVP - Mktg.
Susan Nourai, Dir. - Product and Online Mktg.
Jeff Reese, Senior Mgr. - Product Mktg.
Mark Valledor, Product Mgr.
AGENCY
TBWA\Chiat\Day Los Angeles *Lead Agency
Carisa Bianchi, President
Martin Ramos, Account Planner
Scott MacMaster, Planning Dir.
Stan Fiorito, Group Account Dir.
Julie Liss, Dir. of Account Planning
Jerry Gentile, Group Creative Dir.
Brett Craig, Creative Dir.
Doug Mukai, Associate Creative Dir.
Daniel Teng, Planning Assistant
Jerico Cabaysa, Account Supervisor
Tequila Los Angeles
Nick Davidge, Associate Creative Dir.
Glenn Sanders, Associate Creative Dir.
OMD Los Angeles
Mike Rose, Group Strategy Dir.
Scott Bishoff, Associate Dir. of Strategy
SUMMARY
Armed with a meager advertising budget, the task of our campaign for Sony PlayStation's Shadow of The Colossus was monumental --- to make an unwanted videogame desirable. The solution was to transform the campaign into what our audience loved the most --- one big game. Instead of showing them our advertising, we let them play with it. This campaign was viewed by over 25 million people, discussed and referenced on millions of web addresses, and featured in mainstream media. Above all, it led to sales that were 162.6% over goal.
