Hasta La Creative!

180 Amsterdam has launched a new campaign for Sony’s PS4 holiday push entitled “Welcome to the Future of Play.”

In what has long been the standard for gaming advertising, players are thrust into the action of a game. “I don’t want to die…again,” says one of the players, as he and a friend hide during a fierce battle. The friend decides they have three options: check YouTube and hope someone shared how to get past the stage via the PS4?s “Share” button; ask their friend Dave how to survive the Viking attack; or invite Nick to join them in the game, even though he doesn’t own the game. The last option illustrates one of the PS4?s big selling points, that you can join a friend’s game remotely, even if you haven’t purchased the title. The way the ad arrives at this point, however, may seem a little forced to some viewers.

The campaign is launching simultaneously in Europe, Australia, New Zealand, India, South Africa and Middle East, as the holiday season approaches. In addition to the broadcast spot, the campaign also includes print and OOH elements, each focusing on one of the key new features for the PS4 promoted in the spot. (more…)

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180 Amsterdam has a bold new campaign unveiling REPLAY’s eco-friendly Laserblast L.I.F.E. collection, which celebrates real-life activists as models.

REPLAY’s Laserblast L.I.F.E.  capsule collection utilizes “innovative and eco-friendly Laserblast technology, which dramatically reduces water consumption, and the use of coloured mineral pigments of natural origin,” resulting in “one of the most eco-friendly, natural denim ranges.” The brand called on 180 Amsterdam to make eco-friendly jeans seem youthful and rebellious, casting “models with a world-leading ethical stance – the real-life activists transforming the way we live today.” It marks 180 Amsterdam’s first campaign for the brand.

180 Amsterdam’s two minute digital spot for the campaign (featured above), shows environmental activists (clad in jeans, of course) clashing with heavily-armed security forces. Opening with shots of protesters in the woods, with audio clips of climate change deniers in the background, the group are soon met by the security forces they clash with. The provocative spot includes violence against protesters, and even some unexpected partial nudity before ending on a positive note with a surprise twist. 180 Amsterdam certainly didn’t hold back on this one, although some may make the argument that they’re trying a little too hard to seem edgy.

“We have very ambitious targets for the business. We are thrilled to partner with 180 Amsterdam to bring our vision to life and expectations on Laserblast L.I.F.E. project. Their team, their enthusiasm and their talent make us excited about the result of this journey,” said Art Zuyderwijk, MD REPLAY Benelux.

Stay tuned for credits after the jump. continued…

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What if an entire country was built around the theme of a sports team? Every wall, building, and inch of space would be swathed in team colors and logos. While some European cities may resemble this set up (as does Green Bay, Wisconsin), there’s nothing as extreme as the land of FC Barcelona, a fictional place created by 180 Amsterdam that brings together one of the best soccer teams in the world with its sponsor, Qatar Airways, for a light-hearted spot.

Everything seems rather cheery in the land of FCB. I’m not sure of crime rates, prison systems, recidivism,  or income inequality, but I do know that Lionel Messi teaches soccer performing arts. Pique works at an airport. And Carles Puyol walks around with his long locks waiting to head falling potted plants. Even if the ad is a little corny, there are a few smart, subtle easter eggs, like streets named Tiki and Taka. Although, I imagine the quick movements on those roads makes for some queasy driving.

Credits after the jump.

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