"On February 22, Sony launched the PlayStation Vita portable gaming device with the slogan 'The World is in Play'. The ad campaign celebrates the idea that through the new PS Vita, the two worlds of real life and gaming can be merged. In Belgium, that promise was brought to life by transforming Brussels' biggest metro station into a super-sized soccer stadium with grass, dug-outs, a euphoric coach and a complete soccer team."
Advertising Agency: TBWA, Brussels, Belgium
Creative Director: Gert Pauwels / Art Director: Geert Feytons / Copywriter: Bout Holtof