W+K Tokyo


Introducing ‘The Playface’

Playface is the new branding campaign for PlayStation in Japan. The integrated campaign features TV, web, print, out of home and Playface events that will last through end of 2009.

What is a “Playface”?

It’s that face you make when you are playing video games and concentrating so hard that you don’t even realize the kind of expressions you are making. Everyone has a different one. This campaign shows a cross section of Japanese gamers, displaying a range of emotions while playing PlayStation.

This campaign introduces PlayStation’s controller icon logo as its new visual identity, conveying how PlayStation triggers rich, interactive engagement. The new brand line summarizes the experience by simply stating, “Your heart will move more.” The campaign focused on the social insight that current Japan suffers from a general sense of indifference and lack of enthusiasm. The PlayStation experience offers the perfect prescription to this bland state of affairs.

We captured 50 people in the heat of gaming for our new PlayStation brand campaign that launched yesterday. Here are a few of the TV spots:

New York director Timothy Saccenti directed the Playface short films. London’s Dayn Williams edited up a storm to distinctively bring each face to life. W+K Tokyo LAB artist Jemapur added his touch to the soundtrack and sound design

The integrated campaign will include TV, a website, print, out of home, as well as a four month long ‘Playface Caravan’ where we will set out to capture as many consumer playfaces as we can as a part of a Japan wide contest.



PlayStation held a media event in Akihabara to unveil the redesigned PS3 and also introduce the Playface campaign. With all the cameras rolling, and the spots playing on the big screen, it felt more like a movie premiere than a press conference.






SCE President Shawn Layden showed off the new machine to the press …


… and SVP of Sales and Marketing Hoon Kim introduced the campaign …


The press checking out the sleek new PS3 …



And some of team that made it all happen … Akio Iida, Takemi Sakairi, Hoon Kim, Andrew Miller, Ted Yukawa and Kohei Adachi.


Bye-bye Bobby!

Just right after welcoming Simone in the house, we had to say good bye to one of our super interns, Bobby. He is heading back home to finish his last year at school. Bobby and his brother just came back from trip to Hokkaido and stopped by the office for good bye. Besides being on the skateboard, Bobby worked on various projects and helped us on many events we had like book fair at GYRE, CLASKA flea market and Matsuri.

It was great to have you Bobby and please drop by if you are around!
We miss you already!!

Welcome Simone


We are happy to announce that we have a new studio manager in the house: Simone.

Simone is Australian by birth, but claims that her Japanese spelling is actually better than her English. That’s just a nice way of saying that she’s bilingual. Simone has been working in Japan since 2000, first as a Graphic Designer for Metropolis Magazine, then as Creative Manager for the Tokyo American Club and most recently the Director of Brand Management for Hartford Life Insurance where she led all of the company’s creative output.

In addition to being lovely, Simone also has a lovely accent, which may very well bring out the Aussie accent in both Chucky and Shuhei.

It’s only her second day at the office but she is already up and running. We hope we don’t scare her off!

Great to have you Simone!

Jingu Gaien Hanabi Festival 2009

Last night was the Jingu Gaien Hanabi Festival, which is only about 20min from our office. Some watched from our rooftop patio, but only one other actaully got a chance to get up close and personal with these spectacular fireballs. If you missed it… well at least you can say you saw some photos.

Oh! And also this Saturday from 7-8:20pm is the Tokyo Bay Fireworks Festival… you defiantly don’t want to miss that!












W+K Tokyo Summer festival "MATSURI" 夏祭り vol.2 -OUTTANET-

The highlight of MATSURI night was OUTTANET‘s live broadcast from our office!!! OUTTANET is internet radio run by Tokyo cultures’ hippest crew. Regulars from OUTTANET are AFRA, ZEN-LA-ROCK, SKYFISH, DONSTA, SPEXSAVERS, ARTICARIZM and Inukamiku and they invited special guests like ROOT SOUL, manga artist UJT and S.L.A.C.K. & PUNPEE. They rapped and beat-boxed the night! OUTTANET crew, thanks for coming.

夏祭りの夜、トウキョウカルチャーのアツく、濃く、ヤバいメンバーによる、インターネットラジオOUTTANETがワイデンオフィスから生放送。レギュラーはAFRA, ZEN-LA-ROCK, SKYFISH, DONSTA, SPEXSAVERS, ARTICARIZM, イヌミカク、そしてスペシャルゲストがROOT SOUL、漫画家のUJT、S.L.A.C.K. & PUNPEEの超新星兄弟。彼らのフリースタイルはこの夜のハイライトでした!OUTTANET crew ありがとう。