Creativity

Playstation Builds a Machine That Measures Your Fear

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

By Alexandra Jardine. Published on Sep 30, 2015

Editor's Pick

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

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