Creativity

Sony PSP: Now Available in White

The PSP, in basic black, has sold well in Deutschland, says TBWA Group Germany director of marketing Ulrich Proeschel, but now it's time to "approach new target groups by being less of a technical gadget and more of a real fashion item." So

Published on Jul 11, 2006

Editor's Pick

The PSP, in basic black, has sold well in Deutschland, says TBWA Group Germany director of marketing Ulrich Proeschel, but now it's time to "approach new target groups by being less of a technical gadget and more of a real fashion item." So the agency has launched a print and poster campaign intended to "reflect this stylish look and at the same time be stylish itself," he explains. "White is the new black; big emotions now also come in white." OK, but isn't the big emotion of Mistress Angelina Jolie Lookalike here a little on the, uh, mature side for the PSP? Well, maybe, but this is Europe after all. "Yes, the dominatrix idea is mature, but so is the PSP," whose appeal spans several age groups, says Proeschel. "It talks to kids, young adults and real grownups." Photography by Alexander Gn

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About

Credits

Date
Jul 11, 2006
Creative Director:
Philip Borchardt
Creative Director:
Dirk Henkelmann
Design:
Arnaud Loix Van Hooff
Design:
Jutta Kuss
Design:
Verena Panholzer
Photographer:
Alexander Gn
Production:
Katrin Dettmann
Client:
Sony PSP
Agency:
TBWA Germany

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