ACHIEVE MORE
CONCEPT
Creative Direction
TASK
With gaming now a core part of modern culture, the campaign must challenge traditional perceptions of success and accomplishment. People increasingly seek experiences that provide personal fulfillment and purpose, yet societal recognition often focuses solely on conventional achievements—career milestones, academic accolades, athletic triumphs, and more. The creative solution should bridge this cultural gap by validating gaming as a legitimate and meaningful part of life’s achievements, showcasing it as an alternative aspect of modern success.
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IDEA
“Achieve More” is a big idea that extends PlayStation’s iconic “Greatness Awaits” legacy, positioning the PS5 as a gateway to limitless possibilities and achievements beyond the realm of reality. By placing ads in locations that symbolize human accomplishment, the campaign underscores how PS5’s virtual worlds offer even greater challenges and triumphs. With a touch of playful trolling, it redefines success by teasing that while real-life accolades are impressive, true greatness—and more thrilling achievements—await in the virtual world.
This execution places Kratos, the legendary protagonist from God of War, atop a mountain peak, towering over climbers who have reached their summit.
The placements are designed to be newsworthy and highly shareable on social media, creating a bold, visually captivating moments that bridge real-life conquests with the epic experiences only PS5 can deliver.
This field side banner for the “Achieve More” campaign is placed to resonate with audiences regardless of the outcome of their favourite team’s performance. Whether viewers are celebrating victory or dealing with the heartbreak of defeat, the PlayStation message—“Achieve More with PS5”—delivers an impactful reminder that the exhilarating experiences and achievements found in gaming are always within reach.
