Hand written messages by female gamers addressing male gamers. The "XOXO" is a tongue in cheek way of poking at "hugs and kisses" typically written on messages, but also relates to the PlayStation brand.

Full view of the digital Ad: It goes through a possible game demo (games specifically chosen that are dominated by a heavy male population) which is then abruptly interrupted by a message from female gamers. The concept behind this campaign revolves around acknowledgment and respect for female gamers. All they want to do is play the game too.

Closer view of the "in-game" demo message.

Outdoor display ad that is strategically placed in front of gaming stores, because of the Ads message.

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