The Ask
create a cross Canada campaign that increases sales of the playstation 4 among less engaged gamers by embodying a sense of escape.
Strategy
PlayStation 4 is your guilt free time to escape.
Insight
Gen X anticipates the time that they get to themselves and expect it to redirect their focus and recharge them.
The big idea
PlayStation 4 is your portal to escape in order to get your worthwhile recharging time.
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