To the gamers of South East Asia, the PlayStation was seen has a device only for hardcore gamers. But the PlayStation 4 was more than that - it could play movies, music and much more. To convince a new generation of users that PlayStation is for everyone, we put the Dualshock 4 - the controller that controls the PlayStation - at the centre of the campaign. Showing everyone that Play was more than just gaming, and the PlayStation was a portal to a whole new experience.
I ran this branding campaign at PlayStation, and PlayStation in South East Asia used Play Everything as its regional campaign for 4 years.