Sony tasked us with celebrating the arrival of PlayStation 5 in Egypt to drive awareness and excitement around this milestone product release. The underlying idea was to transform the release of a new console from something insular into something visible and exciting for the masses, through a series of coordinated global activations. We selected and arranged a cross section of iconic local landmarks to achieve this, including the Giza pyramid complex, and used a combination of projection techniques to drive maximum visual appeal. The activation was a massive success, and achieved around 5M Impressions on social media.
Impressions on social media