Sony PlayStation - "The Until Dawn Index"

TBWA\España

TBWA\España Madrid, Spain

Awards

11556

Brand: Sony PlayStation
Country: Spain

Advertiser: Sony Corporation of America

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	133 seconds
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