Digital Launch
The Last Of Us

Story

To support Sony Computer Entertainment Europe (SCEE) with the digital launch campaign for their latest PlayStation®3 exclusive title, The Last of Us™, Biborg produced an innovative and immersive campaign across the following digital channels: desktop creative, mobile, tablet, and digital out of home.

The Last of Us™ delivers an evocative journey of survival in a world radically transformed, twenty years after a virulent pandemic of the cordyceps fungus has ravaged the human population. The rich story provides a realistic experience that explores the depths of humanity through main characters Joel and Ellie. Their journey is rife with emotionally charged moments as the narrative centres on themes of survival, loyalty, love and redemption.
the-last-of-us-top-rated
“The European Digital Campaign we collaborated with Biborg for the launch of The Last of Us has proved to be extremely successful. The interactive digital formats that have been produced have all been used globally, which made the campaign even more consistent and impactful.”
Darren Whiting – Director Digital Marketing & CRM – SCEE

Once again, the priority of Biborg resides in the user experience. Skins and rich interactive formats propel the user in the devastated world of the game and portray what it means to survive in such a world, where the rules are constantly challenged.
the-last-of-us-ads
To demonstrate the comparison between the game universe and everyday life, Biborg and SCEE created a device to explore what various European cities would look like before and after a pandemic disaster on the scale of The Last of Us™. The interactive slider of ‘before’ and ‘after’, gives a glimpse into the radical changes the world would face following a major disaster, and how nature would seek to reclaim civilisation.
the-last-of-us-matte-painting
The interactive gallery was fully developed in HTML5 for multi-device compatibility. It was also necessary to create all the content, find the original photos and produce the “matte paintings” of 12 European cities with a specialised team who also had worked on the TV series ‘Spartacus’. The campaign created by Biborg for SCEE also covers mobile and tablet formats as well as digital out of home, providing a panel of units for each screen type.
the-last-of-us-tablet-website
“We wanted this campaign to be both event-driven and easily adaptable, with a section for each existing digital media. It was a real pleasure to tweak every detail to do justice to this fantastic game. Ultimately the success of the campaign has exceeded our expectations, the evidence proved that the work we produced ultimately for Europe was also used overseas! “
Ismael El-Hakim – Business Director

The Results

0M
Units sold in its first week
0
Number of matte patting created for the World Of Last Of Us website