When the It Happens on PS5 platform was introduced last year, Sony Interactive Entertainment built it around the unexpected situations that arise in video games. In the newly launched continuation, that idea gains much more concrete content: the biggest moments are no longer represented by anonymous adventures, but by games that are already available or are coming soon to PlayStation 5.
The titles underpinning the new chapter include Marvel’s Wolverine, 007 First Light, the story of Laufey from the world of God of War, and Grand Theft Auto VI. Together, they support the message that the most exciting period for PS5 is still to come, while also allowing the brand to use a single platform to promote different genres, characters and worlds.
The agency adam&eve\TBWA connected them in a film that moves between larger-than-life scenes inspired by gaming. Giannis Antetokounmpo’s basketball skills set an entire street in motion, followed by a jet ski chase and a series of other scenes that do not attempt to form a conventional narrative. They function as short previews of the experiences players will find on the console.
The film has been running since August 17 and is accompanied by a global presence across social and digital channels, out-of-home advertising and creator content. Part of the campaign also unfolds beyond media formats, through special installations and local activations connected to individual titles.
Challenge pods inspired by Marvel’s Wolverine have been prepared in France, while Australia is getting a Berserker Mode activation. Larger-than-life Sentinel heads will be installed in the United Kingdom, Canada and Spain, while additional locations will celebrate recognizable moments from other PS5 games. In this way, the phrase It Happens on PS5 becomes a framework in which the brand can place both announcements of new releases and their physical versions on city streets.
