| Title | BEADS |
| Brand | SONY MALAYSIA |
| Product / Service | PLAYSTATION |
| Category | A02. Premiums & Giveaways |
| Entrant | CREATIVE JUICE\SIL Kuala Lumpur, MALAYSIA |
| Entrant Company: | CREATIVE JUICE\SIL Kuala Lumpur, MALAYSIA |
| DM/Advertising Agency: | CREATIVE JUICE\SIL Kuala Lumpur, MALAYSIA |
Credits | |
| Name | Company | Position |
|---|---|---|
| Sa'ad Hussein | Creative Juice\sil | Executive Creative Director |
| Nicholas Quah | Creative Juice\sil | Art Director |
| Azeril Johari | Creative Juice\sil | Copywriter |
| Jennifer Wee | Creative Juice\sil | Designer |
| Chong Su-yin | Creative Juice\sil | Copywriter |
| Valerie Chan | Creative Juice\sil | Production Manager |
| Royston De Rozario | Creative Juice\sil | Account Manager |
In response to the competition from other game consoles like the Xbox 360 and Wii, Sony needed gamers to renew their belief in the PlayStation. It was a necessary move, considering how gamers were unfaithful, often slave to new trends. Our customers were given something to believe in, turning PlayStation into a religion.
The controversial PlayStation beads reflect the edginess and the boldness of the brand. The beads resemble the iconic control symbols of PlayStation and put they form a prayer beads. Many gamers are obsessive and are stuck to their consoles 24/7. To most, it is truly something they worship everyday.
A PlayStation bracelet that mimicked prayer beads was created. Given to buyers as a limited edition premium gift, it served to reaffirm their belief in their choice.
Since it was a "limited edition", we produced only 100 bracelets and all were taken up within 2 weeks.