A “playface” is that face you make when you’re playing video games and concentrating so hard that you don’t even realize the kind of expressions you’re making. Everyone has one, and each is unique. Our campaign to launch the updated PS3 shows a cross section of those playfaces displaying a range of emotions, promising that with PlayStation “your heart will move more.” The campaign site, playface.jp features a collection of playfaces captured by the ‘Playface Caravan,’ a series of events touring Japan in which players can demo the new PS3 and have their emotions captured in 360º by a series of 20 cameras simultaneously. Participants’ playfaces can enter into the Playface Derby where individuals can earn points. At the end of the campaign, Japan’s top anked playface will win PlayStation games and those who bet on the winner will split 10,000,000 yen worth of points to download from the PlayStation Network. The integrated campaign features TV, web, print, out of home and Playface events that will last through end of 2009.