Title | The Until Dawn Index |
Agency | TBWA\España |
Campaign | The Until Dawn Index |
Advertiser | Sony Corporation of America |
Brand | Sony PlayStation |
Date of First Broadcast/Publication | 2015 / 9 |
Business Sector | Video Games/Consoles |
Story | PlayStation and TBWA together with engineers and scientists developed the first machine able to measure fear ever. Tracking their heart and respiratory rate, blood pressure, body heat balance, eye movement and pupil dilation the fear index of every participant was calculated in a one to five scale. We invited media, gamers and digital influencers to try it. In real time, they received a video showing their own Until Dawn Index scores along with all their measured data so that they shared them on their social networks. Furthermore, Spanish main media picked up the story about the Until Dawn Index, resulting in an unprecedented coverage for a videogame launch. How much fear can you handle? Until Dawn Index. The new fear scale. |
Media Type | Case Study |
Length | |
Executive Creative Director | Juan Sánchez |
Executive Creative Director | Guillermo Ginés |
Creative Director | Luis Munne |
Creative Director | Fran Lopez |
Art Director | Fran Lopez |
Art Director | Beatriz Botet |
Art Director | Eduardo Ustarroz |
Copywriter | Luis Munne |
Copywriter | Elena Gonzalez |
Executive Producer | Mariluz Chamizo |
Production Company Producer | Elisa González |
Post Production | Eduardo Ustarroz |
Post Production | Borja Garrido |
Post Production | Irune Angulo |
Account Manager | Nicole Möller |
Account Manager | Ignacio Hortal |
Account Manager | Marina Romillo |
Strategic Planner | Jesús Fuertes |
Strategic Planner | Andrés González |
Print Producer | Nuria Mazario |
Print Producer | Felipe García |
Digital Producer | Rebeca Garrobo |
Production Company | Espada y Santacruz |
Director | Juan Espada |
Director | Miguel Santacruz |