Sony PlayStation
Play Has No Limits

We turned a nine-story building at Yonge-Dundas Square into North America’s tallest high-striker as part of Sony PlayStation’s global Play Has No Limits campaign which aims to transform everyday places into extraordinary places of play.

Our Digital Drapes Installation was back at Yonge-Dundas Square to help bring the classic carnival game high-striker to life with a modern twist as part of Sony PlayStation’s Play Has No Limits Campaign.

The activation consisted of a custom-built PlayStation branded striker placed directly across the street from a nine-story building in Yonge-Dundas Square, manned by an on-site activation team that invited people passing by to test their strength and see if they could light up the building on their first strike.

This activation was part of a larger distributed global campaign that saw many unique public spaces turned into unexpected places of play.


Sony PlayStation – Play Has No Limits @ YDS

Play Video: Sony PlayStation – Play Has no Limits @ YDS

Sony PlayStation - Play Has No Limits - Yonge-Dundas Square - MattCreative 3

Sony PlayStation - Play Has No Limits - Yonge-Dundas Square - MattCreative 1

Sony PlayStation - Play Has No Limits - Yonge-Dundas Square - MattCreative 2

Play Has No Limits @ YDS – View from Above

Play Video: Play Has No Limits @ YDS – View from Above

Play Has No Limits @ YDS – View from Striker

Play Video: Play Has No Limits @ YDS – View from Striker

Play Has No Limits @ YDS – Strike Sequence

Play Video: Play Has No Limits @ YDS – Strike Sequence

Placement

This activation was in-market from November 16th to December 1st 2024 at Yonge-Dundas Square in Toronto, Ontario, Canada.

Role

Our role was to deploy our Digital Drapes installation, consisting of 24,000 LEDs and state-of-the-art visualization control software, to fill the windows of the nine-story building with the iconic PlayStation symbols which reacted by changing color as visitors struck the custom-built striker in real-time.

We also offered technical support, project management, and end-to-end integration support for the activation.

Credits

This activation was possible thanks to a partnership of the follow companies:


  • SONY

  • GroupM OOH

  • FrontRunner Technologies

  • MAWG

  • Momentum Worldwide

  • Yonge-Dundas Square

  • Pinnacle

  • HNR Properties

Special Thanks

This activation was possible thanks to the generous support and help from the following people:


  • Shawn Carnahan

  • Adam Miller

  • Cedric Puddy

  • Rose Potts

  • Cody Jones

  • Nathan Elliott