In collaboration with renowned Australian restaurants and Deliveroo, PlayStation Australia has launched ‘PlayStation To Plate’, an integrated communications campaign rolling-out from Friday 3 December via brand experience agency Amplify and earned creative agency Poem.
Partnering with three restaurants across Sydney and Melbourne, PlayStation To Plate brings food featured in its unbeatable line-up of exclusive games into the real world, to create delicious moments of escapism. From the post-apocalyptic gritty world of The Last of Us: Part II to the colourful intergalactic dimensional rifts of Ratchet and Clank: Rift Apart all the way through to the diverse international treasure quests, found in Uncharted: Legacy of Thieves, PlayStation to Plate delivers a real taste of the PlayStation universe.
Gaming has provided a unique way to stay connected and collectively share experiences with others throughout the past 18 months. Food and gaming have been key sources of escapism and joy for many Aussies, fuelling discovery from the lounge. Amplify harnessed this insight and identified cultural leaders across adjacent passion points to create a new way to engage Australians and showcase PlayStation’s place in culture. From Artisan baker and TikTok sensation Bistro Morgan, to Sydney cult classics Mary’s and family favourites The Italian Bowl. Through these partnerships, the campaign is able to speak to new audiences outside of the gaming community.
Says Tim Baggott, creative director at Amplify: “By surfacing the attention to detail that goes into even the incidental food found in gaming universes, we hope to give new audiences a flavour of the rich, immersive worlds and stories, found only on PlayStation. We hope people will feel the genuine sense of play that was present throughout the entire process.”
Poem has worked closely with Amplify and PlayStation Australia to earn attention for the campaign via comms strategy, influencer, social media and event support.
PlayStation to Plate, kicks off Amplify’s relationship with PlayStation in Australia. The campaign was delivered in collaboration with Poem who delivered all comms, PR and social.
Says Patrick Lagana, director of marketing at PlayStation Australia: “We wanted to create an unmissable moment that cuts through culture and celebrates play in an irreverent way that only PlayStation can do. It’s been exciting to bring the worlds of Uncharted, The Last of Us Part II, and Ratchet & Clank: Rift Apart, to life and experience in a whole new way. With PlayStation to Plate we’ve brought the virtual into reality and shown that play has no limits, on the console and on the plate.”
PlayStation To Plate meals will be available from 3 December to 13 December for order in all participating restaurants and online through Deliveroo. All content will live across PlayStation Australia social channels and partnering restaurant social channels. Paid media will live across Facebook, Instagram and Twitter, managed by media agency MediaCom.
Client: Sony PlayStation
Campaign: PlayStation To Plate
Brand partners: Mary’s, Bistro Morgan, The Italian Bowl
Creative concept, Content and Event: Amplify
PR, Influencer & Social Media: Poem
Content Production: Entropico