This is for the Players

Going into the 2013 launch of PS4, PlayStation was feeling the heat from all sides. Despite new gaming competition from the likes of Apple and Android, the biggest battle would still come from arch-rival Xbox.

It was a modern-day David vs. Goliath, with Microsoft outspending PlayStation across Europe and Australia by three to one. We couldn’t outspend them, so we had to outsmart them.

While Xbox One was giving gamers a back seat by positioning itself as a one-stop "entertainment" box, the strategy was to go back to PlayStation's roots as a brand by putting gamers and gaming at the very heart of everything PS4 stood for. In so doing, we rebranded those gamers in an own-able way that Xbox couldn’t – as "Players" .

The campaign proved that PS4 was THE place where "Players" could truly PLAY – not just be entertained.