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BELGIUM – Playstation Vita turns a tube station into a stadium


On February 22, Sony launched the PlayStation Vita portable gaming device with the slogan ‘The World is in Play‘. The ad campaign celebrates the idea that through the new PS Vita, the two worlds of real life and gaming can be merged. In Belgium, that promise was brought to life by transforming Brussels’ biggest metro station into a super-sized soccer stadium with grass, dug-outs, a euphoric coach and a complete soccer team.
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The choice of the location for the brilliant ambient idea, realised by TBWA Brussels, to promote the launch of the new console, was perfect: thousands of people each day pass by, as the tube is probably the most used transport, and this is the reason why the action was a success, raising awareness and curiosity among the crowd.  
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Watch the video on YouTube.