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TBWA help Playstation reconnect with its sporty roots in France

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Despite its identity as a gaming brand, PlayStation is a brand that's always been actively involved in the world of sports, and the brand wanted to reaffirm its commitment this year by signing a three year partnership with the prestigious French sports institute: INSEP. To celebrate this partnership, the brand have launched a new communication campaign from TBWA\Paris, which celebrates the daily work put in by INSEP athletes.

Samir Ait Said

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The campaign’s “#GameIsNeverOver” concept was born after the agency observed athletes of all ages and disciplines repeating the same actions all over again, sometimes to the point of exhaustion, in order to achieve their goals. The campaign’s message, therefore is that defeat is just one necessary step in every high performance athlete’s path to athletic supremacy. It is only thanks to bravery, perseverance and relentless work that they can one day become champions. The campaign’s purpose is also to create a strong link between sports and video games. Indeed, PlayStation directs its message as much towards sportsmen and women as it does towards gamers. Although they come from different worlds, they share a common state of mind; as competitors through and through. It was therefore only natural that the athletes be at the heart of this project, and thirteen of them have been selected to become the showcase of their institution and its values.

Romain Imadouchene

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Souleymane Cissokho (boxer), Samir Ait Said (gymnast) and Romain Imadouchene (weightlifter) have transcribed their daily efforts in three movies imagined and directed by TBWA\Paris Creative Directors Sebastien Guinet and Josselin Pacreau, and Executive Creative Directors Benjamin Marchal and Faustin Claverie. These digital movies are the milestones of this campaign. The endless repetition of their daily efforts is emphasised thanks to the GIF concept, which has become a true communication tool on the Internet.

Souleymane Cissokho

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Ten other athletes are the subjects of a customised photo campaign. Over the next 2 months, photographer David Marvier will capture their emotions by following them in training sessions and competitions. The aim is to give these athletes the opportunity to express their determination to win towards their fans, no matter what the result of the competition is or if the training went well or not. Thanks to this campaign, PlayStation hopes to fan the flame of determination burning in every one of us, but also to galvanise French athletes, some of who will soon face one of their biggest challenges at the Rio 2016 Olympic Games.

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