#GameIsNeverOver, la campagne Playstation x INSEP

Playstation, partenaire de l’Institut National du Sport, de l’Expertise et de la Performance (INSEP) depuis 2014, dévoile une série de films appelée #GameIsNeverOver. L’objectif Rio est clairement en ligne de mire.

Cette campagne imaginée par TBWA\Paris pour Playstation est composée de 3 films mettant en scène des athlètes de haut niveau s’entrainant à l’INSEP : Souleymane Cissokho (boxeur), Romain Imadouchene (haltérophile) et Samir Ait Said (gymnaste). Les codes de communication sur internet ont été utilisés ici comme les fameux GIF qui sont de très courtes vidéos répétitives.

L’entrainement est primordial, courage, persévérance, acharnement et travail sont les maitres-mots qui permettent d’atteindre le très haut niveau. C’est ce que Playstation a souhaité mettre en avant ici : ne jamais lâcher.

Le message de ces vidéos s’adresse aussi bien aux sportifs qu’aux gamers. Plus largement, avec son partenariat avec l’INSEP, Playstation souhaite mettre en avant sa vision « le sport est un jeu ». L’e-sport est en pleine croissance et cette campagne vient faire le lien entre le sport « réel » et « virtuel », 2 disciplines dans lesquelles est impliquée la marque Playstation.

Un site dédié a été créé pour l’occasion : www.gameisneverover.fr. On y retrouve les différentes vidéos mais également un social wall, une galerie photos et une présentation des sportifs impliqués dans la campagne.

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