Reinforce the new PSP (PlayStation Portable) cult status. Use wallpapers as a relation builder. The agency created real PSP wallpaper: 5 different designs in the red & white PSP colours, each one composed of elements referring to one of the 5 PSP applications. The wallpaper was distributed via the coolest shops in Amsterdam and Brussels. To spread the word, the same designs were used in an outdoor PSP campaign.
Agency: TBWA/Brussels, Belgium.