While Xbox One was giving gamers a back seat by positioning itself as a one-stop "entertainment" box, our strategy was to go back to PlayStation's roots as a brand. We put gamers and gaming at the very heart of everything PS4 and Sony PlayStation stood for, and rebranded those gamers in an own-able way that Xbox couldn’t – as "Players" .

The ‘For The Players’ campaign became the most successful campaign ever and made the PS4 Europes biggest selling console even reversing its position in the UK.

Director: Adam Berg