PlayStation 5 is hoping to be on Chrsitmas wish lists throughout the world. adam&eveDDB have created its thrill in a campaign for parent, Sony Interactive Entertainment, that will run in more than 20 countries, including the US, UK, Japan, Germany, France, Canada, and Australia.

It Happens on PlayStation 5 entices with the unforgettable things that happen on PlayStation 5. Moments that include a truck landing on a skyscraper and thrilling escapes from monstrous creatures, titles such as Battlefield 6, Ghost of Yōtei, NBA 2K26, Astro Bot, God of War Ragnarök, Horizon Forbidden West.

The campaign is running across premium TV and cinema, high-impact out-of-home, digital and social platforms, as well as local activations that bring some of the campaign’s unexpected moments into the real world physically from November to December – UFOs landing in Australia, Spain & Germany; mysterious creatures found in Mexico, Italy & the UK, for example.

Credits:
Client: PlayStation [PS5]
Senior Vice President and Head of Global Marketing: Eric Lempel
Vice President, Global Marketing: Isabelle Tomatis
Director of Brand Marketing: Adam Grant
Senior Managers, Brand Marketing: Dianne Segovia & Jayne Murphy
Managers, Brand Marketing: Melanie Kwan, Juhie Rathor & Mattia Maccario
Senior Manager: Gustavo Alvarado
Senior Lead, Creative Agency and Localisation Management: Renee Holt
Director of Brand Creative: Sugai Seigo
Senior Lead, Global Connective strategy: Liam Hannan
Sony Music: Codie Childs

Agency: adam&eveDDB
CCOs: Ant Nelson & Mike Sutherland
Creative Directors: Paula Hochberg, Richard Gayton & Darren Beresford
Social Creative: Molly Johnstone
Head of Production: Nikki Cramphorn

Integrated Producer: Olly Ravaux
Production Assistant: Amy Galvin
Planning Director: David Mortimer
Planner: Gem Kaya
Chief Executive Officer: Miri Hipwell
Account Management: Fay Taylor, Nick Wilkie, Merlin Harrowes, Tatty Milliken & Phil Griffiths
Project Management: Linda MacFarlane & Jade Rossouw
Business Affairs: Dolores King
Head of Design: Scott Silvey
Designers: Karl Bewick & Oliver Watts

Production Company: MJZ
Director: Nicolai Fuglsig
Managing Director & Executive Producer: Lindsay Turnham
Head of Production: Lucy Jones
Producer: Tim Wild
1st AD: Anthony Dimino
DOP: Phedon Papamichael
VFX Supervisor: Bill McNamara
Production Designer: Simon Bowles
Production Manager: Michelle Kirkman

Service Company: Living Films Thailand
Edit House: Final Cut
VFX: 1920
Sound: 750mph
Postproduction: Omnicom Productions