Playface is the new branding campaign for PlayStation in Japan introducing PlayStation's controller icon as its new visual identity. The integrated campaign features TV, web, print, out of home and Playface events that will last through the end of 2009.

So 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 ...