Agency: BAAS
Client: Sony Interactive Entertainment Benelux (SIEB)
Role: Strategist, Concepting, Project Manager
To celebrate the launch of Horizon Forbidden West my team collaborated with Fitzroy to create an activation where the world of Horizon was brought to life.
The cities of Amsterdam, Utrecht, and Rotterdam became centerstage this week of a week long activation, that introduced objects straight of the the virtual world. Horizon Forbidden West takes place in a fictional and colourful world where humanity has been displaced by robots.
In Amsterdam a heavily damaged and overgrown bus was placed at Museumplein. Passersby had the ability to learn more about the video game and near the bus a large metal flower inspired by the game could be found by fans.
The special flower could also be found in the city centers of Rotterdam and Utrecht. At these flowers passersby were handed poems which have a direct link with the large metal flower. The poem is printed on seed paper (biodegradable paper embedded with flower seeds) and encourages passersby to participate in a contest on social media.
The campaign is a collaboration between PlayStation (Sony), Fitzroy, and BAAS.
Apart from above activation my team also supported the launch with PR efforts, ranging from a review programm, interviews with spokespeople and studio visits. Helping the title gain national support thanks to interviews in national newspapers such as NRC and a broadcast of the studio visit from RTL Z. To name but a few.
