04.11.05 Playstation - Building dreams for school kids for the future . . .
SKILLS USED:
Literature Design
Photography
Illustration
Copy writing
Info- architecture
Web design
Animation
Introduction
PlayStation for the last five years have been sponsors of the UEFA Champions League. They founded PlayStations School’s Cup as a further extension to their support to the game. In partnership with Be Sport they are supplying kit for schools and giving them a chance to participate in a prestigious cup competition. In the first two years they have supplied kit to over 200 schools in the UK and this year they are expanding in France and Germany with a view to making the initiative Pan-European.
The Brief
Tidal Media were asked by PlayStation to design a brochure and web site introducing and explaining the PSC to journalists. So the design needed to portray the benefits of this initiative to the journalists without coming across as being too much of a flag waving exercise by PlayStation. We are also responsible for all copy writing. The two main parts of the initiative being Kit4Schools and PlayStations Schools’ Cup. The winning finalists from each country are then invited to participate in a competition before watching the Champions League Final live at pitchside.
Solution
The design reflects the upbeat grassroots nature of PlayStations Schools’s Cup. The imagery includes references to the pitch and grass and encapsulates the excitement felt and shown by those kids participating. The looking glass effect helps romantisise the real opportunity that has been given to these kids to get noticed and work towards a future in the professional game.
The copy has been written to promote the huge benefits that the schools are getting and how positively the kits and competitions have been received. Whilst endorsing the PlayStation name the copy doesn’t detract from the main focus being the benefactors: the schools and kids. Most of all this is all about having fun and getting the chance to mix and play with real stars from the game.
Client Feedback
Tidal embraced this event and all the PR introduction work with innovation & creativity that really boosted the schools response to entering tournament. The entries requests for the schools in UK went up 30 % after the new marketing was released for 2005 - Julie Skinner (PR Manager - Europe)
