Solidify Yourself in Gaming History with BBH NY's PS4 Campaign

Last month at the E3 conference in LA, BBH New York kicked off an ongoing integrated campaign that follows up on last year’s “Greatness Awaits” (which won Gold at Cannes in Cyber and Film). Last year's campaign made a statement that the PS4 is the only console for gamers that seek true greatness. Now, PlayStation launched “Where the Greatest Play”, intended to honor the dedicated and inspirational gamers of the PS4 in the way that history’s most lauded heroes have been glorified – through grand works of art. The campaign will use paint, film, OOH and social/digital assets to celebrate those gamers who come to PS4 for the greatest gaming experiences.

Phase One was the unveiling of a gaming-centric re-imagining of George Washington Crossing the Delaware, created by fine artist Andreas Englund. The work was first introduced as a huge mural outside of the E3 conference. Throughout the summit, PlayStation added a variety of gaming characters to the mural, culminating with a fan-selected character painted in on the final day. George Washington’s spot was left blank to tease a social-driven contest, where fans voted from among five truly inspirational gamers, hand-selected for their individual influence and charisma within the core gaming community, to take the Presidential spot in both the mural and the oil painting. The winner was announced July 3rd.

Phase Two, which launched this week, is an interactive web experience that allows core gamers to concoct a PlayStation world reflective of their personal journey to greatness on the console. It kicks off with a web film of the final oil painting starring the winning gamer and is followed by digital and OOH to support a website that lets gamers create their own versions of the painting (as well as two other works of art) with a variety characters. The site gives fans the option of entering their work into a “Gamer Masterpiece” contest, where they’ll have the chance to win a printed version of their creation and a PS4.