Life-size crashed spaceship installation features in PlayStation Australia campaign via Akcelo
PlayStation Australia, via brand experience and innovation company Akcelo, media agency EssenceMediacom, outdoor advertising agency and art studio Apparition Media and PR agency Poem, launched a large-scale ambient OOH activation in Brisbane’s Fortitude Valley, featuring a life-size crashed spaceship installation as part of its global ‘It Happens on PS5’ campaign for the console’s five-year anniversary.
The stunt, located at a vacant lot at the intersection of Wickham Street and Ballow Street in Fortitude Valley, Brisbane, was supported by social content, a creator ecosystem, monstrous tram wrap in Sydney, and a 3D mural extension in Melbourne.
The site, which featured a life-size spaceship appearing to have crash-landed through a glowing dimensional portal, was open to the public, who were invited to explore the “aftermath,” find hidden “easter eggs” related to PlayStation games, and take photos. The area was often surrounded by “security guards” who interacted with onlookers, adding to the immersive, theatrical experience.
The stunt was a real-world activation of the ‘It Happens on PS5’ advertising campaign, which highlights unexpected, jaw-dropping, and unforgettable moments that happen during gameplay.
The event has been widely shared on social media, with fans encouraged to use hashtags like #ItHappensOnPS5 and #PS5Australia. Similar activations, such as other “UFO sightings” and mysterious creatures, were rumored to appear in other cities around the world as part of the ambitious global campaign.
Says Patrick Lagana, Director of Marketing ANZ, Sony Interactive Entertainment: “The Aussie Arrival is our first real-world activation for our global It Happens on PS5 campaign, and the reactions have been incredible! This installation captures the magic of those unexpected and unforgettable moments that can only happen on PS5 – and we’re so proud to bring that energy to Queensland fans in a truly epic way”
Says Aden Hepburn, CEO of Akcelo: “As the Australian partner bringing PlayStation’s global It Happens on PS5 campaign to life, our goal was to make the experience feel just as thrilling and imaginative as the worlds players explore on the console. The Brisbane installation celebrates that creative ambition and gives local fans a real-world taste of the PlayStation universe.”
Says Pippa Berlocher, CEO EssenceMediacom Australia: “This campaign was all about using media in new and unexpected ways to create those epic, disruptive, moments that define PlayStation 5. It’s a great example of how breakthrough thinking can turn a simple placement into something unforgettable – and seeing it light up Brisbane has been incredible.”
Client: PlayStation AU
Creative Agency: Akcelo
Chief Executive Officer: Aden Hepburn
Global Executive Creative Director: Louise McQuat
Chief Strategy Officer: Dave Di Veroli
Creative Partner: Jon Foye
Senior Copywriter: Nathan Moraza
Art Director: Justin Borromei
Client Partner: Oli Cassidy
Business Lead: Max Bennett
Design Director: Mark Berry, Paul Critchley
Senior Designers: Dan Martin, Stephen Au, Lee Stephens, Richard Spencer
Editor: Benny O’Shea
Executive Producer: Mark Summerville
Senior Producer : Dan Burns
Media: EssenceMediacom
PR: Poem
Production Partners: Apparition Media (AM Outdoor), Set Fusion, Content Lion
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