ADC Awards
ADC Annual Awards is the oldest continuously running industry award show in the world, with an incredible legacy of over 100 years. These awards celebrate the very best in advertising, digital media, graphic and publication design, packaging and product design, motion, experiential and spatial design, photography, illustration and fashion design – all with a focus on artistry and craftsmanship.
Project: MEMORY CARD
Agency SIX inc. / Tokyo + Sony Interactive Entertainment / Tokyo + Hakuhodo / Tokyo + GEEK PICTURES / Tokyo
Category
Marketing / Campaign
Annual ID
ADC105_GAM005S
To mark PlayStation’s 30th anniversary, we set out to develop a Japan-based campaign to ignite a memorable cultural moment that pushed the boundaries of Japan’s gaming community itself. Project: MEMORY CARD was a campaign to co-create entertainment with communities and celebrities, by booting up shared memories of play.
Our project unfolded in three phases. First, on December 3, the exact date of PlayStation’s 30th anniversary, we unveiled key art featuring a reimagined memory card, inviting players to share their #MemoryOfPlay: unforgettable gaming experiences they wished they could replay for the first time, generating over 26,000 posts. Next, we partnered with YOASOBI, a chart-topping music duo known for turning stories into hits with over 1.1 billion total streams, to create an original anthem titled “PLAYERS,” inspired by these authentic player memories. Finally, we launched a 123-second branded entertainment film featuring “PLAYERS,” starring three of Japan’s most beloved gaming influencers as voice actors: Usada Pekora (VTuber, 2.7M subscribers), Kiyo (game streamer, 5.2M), and Nanase Nishino (actor and passionate Monster Hunter fan). The film follows four characters—three inspired by the cast and one imagined—each representing △〇×□, on a boundary-breaking train journey to a new station, sparked by the memory card.
The campaign sparked widespread conversation. The launch post of the film on X earned over 190K likes, becoming the most-liked post in the history of the PlayStation Japan account. YOASOBI’s anthem “PLAYERS” also reached No.1 on both iTunes and Spotify. Across the campaign, we achieved over 1.63 million engagements and over 164 million impressions. By connecting diverse audiences and creative communities, the project succeeded in creating a memorable moment across gaming communities, and positioning PlayStation not just as a gaming console, but as the best place to play where creativity and community intersect, inspiring a new wave of shared memories.
Our project unfolded in three phases. First, on December 3, the exact date of PlayStation’s 30th anniversary, we unveiled key art featuring a reimagined memory card, inviting players to share their #MemoryOfPlay: unforgettable gaming experiences they wished they could replay for the first time, generating over 26,000 posts. Next, we partnered with YOASOBI, a chart-topping music duo known for turning stories into hits with over 1.1 billion total streams, to create an original anthem titled “PLAYERS,” inspired by these authentic player memories. Finally, we launched a 123-second branded entertainment film featuring “PLAYERS,” starring three of Japan’s most beloved gaming influencers as voice actors: Usada Pekora (VTuber, 2.7M subscribers), Kiyo (game streamer, 5.2M), and Nanase Nishino (actor and passionate Monster Hunter fan). The film follows four characters—three inspired by the cast and one imagined—each representing △〇×□, on a boundary-breaking train journey to a new station, sparked by the memory card.
The campaign sparked widespread conversation. The launch post of the film on X earned over 190K likes, becoming the most-liked post in the history of the PlayStation Japan account. YOASOBI’s anthem “PLAYERS” also reached No.1 on both iTunes and Spotify. Across the campaign, we achieved over 1.63 million engagements and over 164 million impressions. By connecting diverse audiences and creative communities, the project succeeded in creating a memorable moment across gaming communities, and positioning PlayStation not just as a gaming console, but as the best place to play where creativity and community intersect, inspiring a new wave of shared memories.
2026 Awards
Total Points: 21
Silver Cube
Credits
Agency
Six Inc. / Tokyo
HAKUHODO / Tokyo
Client / Brand
Sony Interactive Entertainment / Tokyo
Production Company
GEEK PICTURES / Tokyo
Art Director
Kei Kawabe
Creative Director
Yuta Okuyama
Director
Takumi Shiga
Producer
Mamoru Inagaki
Agency Business Producer
Kiyomi Wada
Sho Amuro
Shun Moritaka
Agency Executive Manager
Daisuke Ito
CG Producer
Natsumi Maki
Tokihiko Tsukamoto
CG Production Manager
Ryoya Fujiki
CG Supervisor
Takeshi Yoong
Character Design
Kenichi Yoshida
Choreographer
Chiharu Shimura
Colorist
Yukino Kobayashi
Creative Planner
Gentaro Yajima
Shuto Ayabe
Masako Suzuki
Yusuke Amagai
Mixer
Ryo Ishizaka
Online Editor
Kentaro Kawamoto
Production Manager
Issei Yamazaki
Sound Effects
Naoki Takahashi
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