Campaign Direct Awards 2007: Best Art Direction

Project: Sony PlayStation 24: The Game
Agency: 20:20 London
Creative director: Peter Riley
Art director: Dean Woodhouse
Copywriter: Hugo Bierschenk
Account director: Maggie Lonergan
Client: Sony Computer Entertainment Europe/PlayStation

To reflect the spirit of the hit US TV series 24, 20:20 London decided to create a marketing campaign for the launch of Sony PlayStation 24: The Game that would give consumers a mission, just like Jack Bauer's in the show. The campaign embraced old and new media, including SMS, online films and a DM pack.

Starting with an initial e-mail to gamers on the PS2 database, participants were taken through personalised films and given their own mission. The reward for completing the campaign was a free playable demonstration of the game.

Results show that the e-mails had a strong viral effect, with figures suggesting that each e-mail was opened, viewed and forwarded 36 times.

Project: Fuzzy Felt
Agency: Craik Jones Watson Mitchell Voelkel
Creative director: Rebecca Rae
Art director: Emma Robinson
Copywriter: Natasha Ali
Account director: Louise MacLean
Client: First Direct
Also won Best Financial Campaign.