{"code":0,"data":[{"keyword":"SUB CATEGORY","content":"AUDIO-VISUAL CONTENT","is_link":false},{"keyword":"ENTRANT COMPANY","content":"SIX INC., TOKYO","is_link":false},{"keyword":"TITLE","content":"PROJECT: MEMORY CARD\t","is_link":false},{"keyword":"BRAND","content":"PLAYSTATION\t","is_link":false},{"keyword":"ADVERTISER","content":"SONY INTERACTIVE ENTERTAINMENT\t","is_link":false},{"keyword":"AGENCY","content":"SIX INC., TOKYO\/HAKUHODO INC., TOKYO","is_link":false},{"keyword":"CREATIVE DIRECTOR","content":"YUTA OKUYAMA","is_link":false},{"keyword":"ART DIRECTOR","content":"KEI KAWABE","is_link":false},{"keyword":"AGENCY BUSINESS PRODUCER","content":"SHO AMURO\/KIYOMI WADA\/SHUN MORITAKA","is_link":false},{"keyword":"AGENCY EXECUTIVE MANAGER","content":"DAISUKE ITO","is_link":false},{"keyword":"PLANNER","content":"MASAKO SUZUKI\/YUSUKE AMAGAI\/GENTARO YAJIMA\/SHUTO AYABE","is_link":false},{"keyword":"FILM PRODUCTION COMPANY","content":"GEEK PICTURES INC., TOKYO","is_link":false},{"keyword":"DIRECTOR","content":"TAKUMI SHIGA","is_link":false},{"keyword":"FILM PRODUCER","content":"MAMORU INAGAKI","is_link":false},{"keyword":"PRODUCTION MANAGER","content":"ISSEI YAMAZAKI","is_link":false},{"keyword":"POST-PRODUCTION COMPANY","content":"JITTO INC., TOKYO","is_link":false},{"keyword":"ONLINE EDITOR","content":"KENTARO KAWAMOTO","is_link":false},{"keyword":"COLORIST","content":"YUKINO KOBAYASHI","is_link":false},{"keyword":"SPECIAL EFFECTS COMPANY","content":"JITTO INC., TOKYO","is_link":false},{"keyword":"CG PRODUCER","content":"TOKIHIKO TSUKAMOTO\/NATSUMI MAKI","is_link":false},{"keyword":"CG PRODUCTION MANAGER","content":"RYOYA FUJIKI","is_link":false},{"keyword":"CG SUPERVISOR","content":"TAKESHI YOONG","is_link":false},{"keyword":"CHARACTER DESIGN","content":"KENICHI YOSHIDA","is_link":false},{"keyword":"CHOREOGRAPHER","content":"CHIHARU SHIMURA","is_link":false},{"keyword":"SOUND EFFECTS","content":"NAOKI TAKAHASHI","is_link":false},{"keyword":"MIXER","content":"RYO ISHIZAKA","is_link":false},{"keyword":"CAMPAIGN SUMMARY","content":"To mark PlayStation’s 30th anniversary, we launched a boundless and inclusive Japan-based campaign that honored not the brand’s history, but the unforgettable memories of players. Project: MEMORY CARD was a campaign to co-create entertainment with communities and celebrities, powered by shared memories of play. The campaign began by inviting players to share their #MemoryOfPlay. With over 26,000 posts, we partnered with YOASOBI to turn these authentic memories into an original anthem titled “PLAYERS,” which inspired a branded entertainment film starring Japan’s top gaming influencers: VTuber Usada Pekora, game streamer Kiyo, and actor Nanase Nishino. \r\nBy uniting diverse audiences and fandoms around a shared love of play, our collaborative journey driven by a chain of inspiration succeeded in creating a memorable cultural moment and positioned PlayStation as the best place to play where creativity and community intersect in always unexpected ways, inspiring a new wave of shared memories of play.","is_link":false},{"keyword":"CREATIVITY\/IDEA\/INSIGHT","content":"To honor the memories of players, we decided to revive and reimagine what could be no better symbol of PlayStation’s legacy. Project: MEMORY CARD was a boundless and inclusive 30th anniversary campaign designed to co-create emotionally charged music-driven entertainment with communities and celebrities, by booting up shared memories of play. The project was activated through three key partnerships with players across Japan, a top music artist, and leading gaming influencers, weaving a collaborative journey: unforgettable memories collected from real players inspired the creation of an original anthem by one of Japan’s most celebrated artists, which in turn sparked a branded entertainment film starring modern gaming celebrities. By triggering a ripple of emotion, creativity, and community, we aimed to transform a brand campaign into a memorable cultural moment that celebrated unforgettable gaming memories across boundaries, from creators to everyday players.","is_link":false},{"keyword":"STRATEGY","content":"What connects and resonates with players across generations and communities? We focused not on iconic characters or famous cutscenes, but on the unforgettable memories forged through countless hours immersed as heroes in extraordinary worlds. Racing freely through vast open worlds, joyfully dancing with fleeting companions, \r\nor anxiously facing an impossibly strong final boss—these emotional moments along the journey are shared memories that stay with us longer than any other form of entertainment. Rather than celebrate the evolution of PlayStation, We chose to honor the universal memories of players themselves, deepening empathy and expanding the circle of shared resonance.","is_link":false},{"keyword":"EXECUTION","content":"Project: MEMORY CARD unfolded in three phases. First, on December 3, the exact date of PlayStation’s 30th anniversary, we unveiled key art featuring a reimagined memory card, inviting players to share their #MemoryOfPlay: unforgettable gaming experiences they wished they could replay for the first time, generating over 26,000 posts. Next, we partnered with YOASOBI, a chart-topping music duo known for turning stories into hits with over 1.1 billion total streams, to create an original anthem titled “PLAYERS,” inspired by these authentic player memories. Finally, \r\nwe launched a 123-second branded entertainment film featuring “PLAYERS,” starring three of Japan’s most beloved gaming influencers as voice actors: Usada Pekora (VTuber, 2.7M subscribers), Kiyo (game streamer, 5.2M), and Nanase Nishino (actor and passionate Monster Hunter fan). The film follows four characters—three inspired by the cast and one imagined—each representing △〇×□, on a boundary-breaking train journey to a new station, sparked by the memory card.","is_link":false},{"keyword":"RESULT","content":"The Project: MEMORY CARD campaign—fueled by a chain of inspiration and shaped by collaboration—was met with overwhelming positivity. The campaign sparked widespread conversation across multiple elements, including the visual appeal of the reimagined memory card, the emotional power of the shared memories, the impact of the music, the casting of VTubers and streamers as voice actors, the character design, and the quality of the animation. The launch post of the film on X earned over 190K likes, becoming the most-liked post in the history of the PlayStation Japan account. YOASOBI’s anthem “PLAYERS” also reached No.1 on both iTunes and Spotify. Across the campaign, \r\nwe achieved over 1.63 million engagements and over 164 million impressions. By connecting diverse audiences and creative communities, the project succeeded in creating a memorable cultural moment that resonated across generations and player types.","is_link":false}],"files2":[{"name":"EN16_002.mp4","type":"mp4"},{"name":"EN16_002_DI01L.jpg","type":"jpg"}],"count":2}