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Mountain

headlinecnen
fun anyone?
basics
Industry: Electronics & Audio-Visual
Media:TV & Cinema
Published:2003
Market:Egypt
Language:English
Style: Minimalism
descriptioncnen
Description / Synopsis


Sony PlayStation ad where people are perpetually climbing over each other creating a human mountain.

Context


After PlayStation's initial product launch with TBWA\, it's success had created a very enviable problem, improve on its industry leading market share and meet extremely ambitious sales targets. The only problem was PlayStation's original breakthrough advertising that revolutionised the gaming world was being copied and its initial market advantage had slowly become a category convention. PlayStation needed disruption.

Philosophy/Solution


TBWA\London and Sony PlayStation changed gaming from a individual, serious experience, to one that involved everyone in a fun atmosphere. This came full circle with the end line, 'Fun Anyone?' and the award winning advertisement Mountain.

Results


As a result of this groundbreaking advertising Sony PlayStation exceeded it's sales targets and further distanced itself from its competitors. It enjoys 77% worldwide marketshare.
credit
Brand:
Agency:
Creative Director:
Copywriter:
Art Director:
Account Manager:
Producer:
Director:
Editing:
Music:
Animation:
Other credit:Cinematography Marcello Durst, Wave
Set Designer Tule Peak
Lighting Director / Lighting Marcello Durst, Frank Budgen
Agency Producer Kate Hitchings Editing Company Final Cut
Special Effects / VFX The Mill, Liz Browne, Jeff Robins, Rich Betts, Jordi Bares, Ben Smith, Adam Scott, Barnsley
Animation Jordi Bares Sound Designer Peter Raeburn, Warren Hamilton
Sound Design Company Wave
Sound Shirley Temple
Recording Studio Soundtree
Music Company / Composer Soundtree
Flash Design The Mill
Telecine Adam Scott
awards
Cannes Lions International Festival of Creativity 2004
Grand Prix
Entertainment & Leisure
Clio Awards 2004
Gold
Technique: Visual Effects
D&AD 2004
Silver
TV & Cinema Advertising Crafts: Direction
D&AD 2004
Silver
TV & Cinema Advertising Crafts: Cinematography
D&AD 2004
Silver
TV & Cinema Advertising Crafts: Use of Music
D&AD 2004
Silver
TV & Cinema Advertising Crafts: Special Effects
International ANDY Awards 2004
Silver
Best Use of Existing Music
International ANDY Awards 2004
Silver
Toys, Games & Sports
London International Advertising Awards 2004
Grand LIA
Television/Cinema
London International Advertising Awards 2004
Winner
Television/Cinema: Animation - Computer
London International Advertising Awards 2004
Winner
Television/Cinema: Home Entertainment Equipment
The One Show 2004
Silver Pencil
Consumer TV Over :30 Single
EPICA (Europe's Premier Creative Awards) 2004
Winner (Gold)
Audiovisual Equipment & Accessories The New York Festivals - International Television, Cinema & Radio Awards, 2005 (Gold World Medal) for Consumer Product & Service: Toys & Games
British Arrows 2004
Gold
Toys & Games
British Arrows 2004
Gold
Computer Hardware
British Arrows 2004
Gold
European
British Arrows 2004
Silver
Commercials (also ran on TV)
British Television Advertising Craft Awards 2004

Best Crafted Commercial of the Year
British Television Advertising Craft Awards 2004
Winner
Camera Operator
British Television Advertising Craft Awards 2004
Winner
Direction
British Television Advertising Craft Awards 2004
Winner
Use of Recorded Music
British Television Advertising Craft Awards 2004
Winner
Stunts
British Television Advertising Craft Awards 2004
Winner
Video Post Production
British Television Advertising Craft Awards 2004
Finalist
Cinematography
British Television Advertising Craft Awards 2004
Finalist
Computer Animation
British Television Advertising Craft Awards 2004
Finalist
Editing
British Television Advertising Craft Awards 2004
Finalist
Production Design
The Creative Circle Awards 2004
Gold
Best Direction
The Creative Circle Awards 2004
Gold
Best Special Effects or Computer Graphics
The Creative Circle Awards 2004
Gold
Best Cinematography
The Creative Circle Awards 2004
Gold
Best Use of Music
The Creative Circle Awards 2004
Silver
Best International Commercial
The Creative Circle Awards 2004
Silver
Best Editing
The Creative Circle Awards 2004
Bronze
Best Idea in 60 Seconds or Over
The Creative Circle Awards 2004
Bronze
Best Film Art Direction
The Kinsale Shark Awards

The Kinsale Shark Awards

Craft Awards
The Kinsale Shark Awards
Gold
Leisure
The Kinsale Shark Awards
Gold
Cinema
ADC*E
Gold
TV Commercial
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