March 21, 2023
Year
2023
Client
PlayStation, UWCL
Category
Creative Direction
Product Duration
Season Long
Increase awareness of PlayStation’s role in supporting women’s football through their game-changing partnership with the UWCL, driving preference & purchase intent by driving affinity amongst fans by using our ownable area of play to elevate their favourite players into icons
Get Young (Gen Z), football x gaming fans
To recognise PlayStation's position as a part of authentic football culture and the UEFA Women's Champions League, increasing their PS5 purchase intent
By creating a more playful connection with gaming culture and elevate future icons of the UWCL
My Play Style is a video content series that elevates female football players into icons by giving them more opportunities to show their playful side
Our lead content consisted of 3 mid-form episodes, featuring x 2 UWCL players who know each other well, taking on challenges and discussing topics that celebrate play on and off the pitch.
Players involved: Millie Bright and Fran Kirby (Chelsea FC) Fridolina Rolfö and Ona Battle (FC Barcelona)
Set in a casual home-like setting, two teammates talked tastes in games, as well as their current UWCL season.
They got involved in playful challenges such as building their perfect recovery day and talked about how it feels to be playing as teammates on the biggest European stage in club football.
The aim is to humanise UWCL players, revealing multifaceted personalities and positioning PlayStation as a brand elevating multifaceted female football icons.
Creative Direction: Beni De Makoso, Camille Standen
Director: Ayman Chaudhry
Producer: Jade Tilling
Social Strategist: Nicole Sime
Talent Manager: Anshul Goyal
Acc Exec Ellie Harris
Acc Director: Rich White
Branding Artwork: Matthew Davis
Editor: Thomas Ashley
Agency: Ear to the Ground
