PlayStation3 were losing part of the market share to more family friendly consoles like the Xbox and Wii. They were seen as a console for hardcore gamers and required a campaign that would inspire and educate families to the capabilities of the PS3. This included a range of games and family friendly movies available to download from the PS Store. We decided to create a funfair that would act as a metaphor for the console’s capabilities. The campaign ran across Europe as a 30 second TV spot, press, outdoor print and online.