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PlayStation 3 Educational Film - Smarter / PlayStation 3 Educational Film - Capacity / PlayStation 3 Educational Film - Higher Definition / PlayStation 3 Educational Film - Control / PlayStation 3 Educational Film - Multi-Dimensional

Award: Wood Pencil

Wood Pencil / TV & Cinema Graphics / Promotional Non-Broadcast / 2007

With the launch of the PS3, PlayStation was faced with unique challenges. It needed to retain its position as industry leader in order to justify the highest price point in the category and compete against a rival console with a year's head start in the market. Rather than deliver a laundry list of features, we wanted to stir people's imaginations in a provocative way. Five educational films were produced for distribution at gaming events, point of purchase kiosks and online. Each film was treated like a Discovery Channel documentary, complete with cinematic score and Hollywood vocal talent. Using nature-based metaphors and striking animations to explain complex technologies, we were able to demystify the PS3 and differentiate it from its competitors.

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