It was arguably the biggest marketing event of 2020. The next-gen PS5 console, hotly anticipated and the message was seemingly everywhere. 

In a history-making launch event, we played our part, creating cultural moments with some of the biggest names in sport, music, acting and gaming. 

From Naomi Osaka to Drake; Michael B Jordan to Lewis Hamilton, the personalised seeding boxes and ‘first play’ content proved a hit.

“It was all about that ‘first play’ experience for us,” explains Richard Adelsberg, Managing Director at Ear to the Ground. “We wanted to show that this feeling would leave even the biggest celebrities in the world speechless”

Embodying the spirit of the line ‘Play Has No Limits,’ the team worked with both the Global PlayStation team and their many local markets. 

Richard continues: “The campaign was like nothing we’d done before. We had shoots taking place across time zones and directed over Zoom in the middle of the night. The results speak for themselves though - the team smashed it out the park.” 

As headline ambassadors, Naomi Osaka and Michael B Jordan were each given an exclusive first play of the new PS5 before anyone else. 

Over a hundred other celebrities received personalised seeding boxes, resulting in a wealth of authentic and creative social content as talent just couldn’t wait to show off their new toys in their own unique way. 

The influencer campaign broke PlayStation’s own social media records and was yet another highlight in a huge year for the agency that’s seen global brands from New Balance to Therabody join its roster.