Playstation Builds a Machine That Measures Your Fear

Brand Created 'Fear Index' Promoting Launch of 'Until Dawn' in Spain

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To promote the launch of scary videogame Until Dawn in Spain, Playstation built a machine that "measures" players' fear. The contraption, created by TBWA/Espana in Madrid, tracked participants' heart and respiratory rate, blood pressure, body heat balance, eye movement and pupil dilation, creating a reading on a "fear index" calculated in a one to five scale. The users could then share their index on social media. Playstation also received national media coverage around the campaign.

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About

Credits
Date
Sep 30, 2015
Advertiser:
Jorge Huget
Agency:
TBWA/Espana Madrid
Client:
Sony Playstation
Advertiser:
Juan Jiménez
Advertiser:
Mario Ballesteros
Advertiser:
Sandra Pascoa
Advertiser:
Susana Martín
Advertiser:
Paloma Aragón
General Creative Director:
Juan Sánchez
General Creative Director:
Guillermo Ginés
Creative Director:
Luís Munné
Creative Director:
Fran López
Art Director:
Fran López
Art Director:
Beatriz Botet
Art Director:
Eduardo Ustarroz
Copywriter:
Luis Munné
Copywriter:
Elena Gonzalez
Executive Producer:
Mariluz Chamizo
Producer:
Elisa González
Postproduction:
Eduardo Ustarroz
Postproduction:
Borja Garrido
Postproduction:
Irune Angulo
Account Team:
Nicole Möller
Account Team:
Ignacio Hortal
Account Team:
Marina Romillo
Planner:
Jesús Fuertes
Planner:
Andrés González
Print Producer:
Nuria Mazarío
Print Producer:
Felipe García
Digital Production:
Rebeca Garrobo
Production Company:
Espada y Santa Cruz
Director:
Juan Espada
Director:
Miguel Santacruz

See more credits

Tags
Category
Industry
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