Sony PlayStation promotes games with mask gimmick

LONDON - Sony PlayStation is promoting eight of its titles including 'Dog's Life', 'Ratchet & Clank: Locked and Loaded' and 'Eye Toy' with an unusual direct mail campaign containing face masks.

The pack, devised by Claydon Heeley Jones Mason, comprises eight cardboard masks that have been created using photos of human mouths pulling expressions that resemble a character from each of the games. These include a rabid dog, a destructive robot, a toothless crook and the "bitter undead".

On the back of each mask is a description of the game it relates to as well as pictures of scenes from the game. The masks direct recipients to the PlayStation UK website.

Josh Haines, a copywriter at Claydon Heeley Jones Mason, said: "With this mailpack, we hope to have combined fantasy with fun."

The pack is being sent to 300,000 gamers and comes in a black envelope that carries the line "Eight reasons to smile" on the front.

The back carries the console's brand line, "Fun anyone?", launched by TBWA\ London last summer.

The mailing also includes a competition to win a colour PS2, a widescreen Sony television and all eight games.

The work was art directed by Nick Thompson and written by Haines.

If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the Forum here.