A Vision focuses on human conversion in PlayStation2 ads

Sony is aiming to encourage young opinion-formers to think more about its PlayStation2 gaming brand through a series of interactive press ads, which will run in specialist style magazines.

The ads, created by A Vision, are based around the concept of human conversion and use images of, and stories about, people who have "improved themselves through total immersion in activities such as cosmetic surgery or science.

They encourage consumers to think about "the third place", the PlayStation world created by TBWA/London's above-the-line advertising.

The three executions, illustrated by Henry Obasi, work as inserts in magazines such as Dazed and Confused and Sleazenation.

They are multi-layered, using plastic overlays, and are aimed at encouraging readers to interact with the copy.

Media planning and buying is through Manning Gottlieb OMD.

The ads were written by Fergus Jackson and art directed by Mike Bennett.

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