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The Launch of Greatness Awaits

Award: Wood Pencil

Wood Pencil / Integrated & Earned Media / Integrated / 2014

Seven years after the troubled PS3 launch, PlayStation was facing the most important console launch in the most critical year of the brand’s history. We needed to fly in the face of the industry trend toward entertainment over gaming by launching a single-minded idea that would speak to the brand’s legacy - and directly to gamers’ hearts. In 7 months, “Greatness Awaits” was integrated across all PlayStation channels. According to IGN, PS 4 had the 'Largest Console Launch in History'. PlayStation is now back on top, proving to gamers everywhere, greatness truly does await.

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