With a combination of dark humor and darker visuals, PlayStation had cemented its brand image. But, when they introduced their first color variant console, the PS2 White, there was concern that gamers may misinterpret the new look as a turn toward something lighter. The solution was this simple, beautifully photographed print campaign that took icons of wholesomeness and twisted them into something sinister and subversive, and that would put devious smirks on gamers’ faces. It was so well received that it took home a Cannes Lion and inspired the now beloved ice white look of the PS5.

Then, when it came time to celebrate the 10-Year Anniversary of PlayStation, we delighted juries and gamers again with a posters series that won a One Show Pencil, and assured parents everywhere that their kids were never going outside again.