A.J Wells & Sons were commissioned by Transport for London to create four giant illuminated Underground signs in the shape of the PlayStation buttons for the 2020 launch of the PlayStation 5.

The pole mounted signs were designed to temporarily replace the standard Roundels that mark the four street exits at London’s Oxford Circus Station: The Triangle, Circle, X and Square were erected under the cover of darkness and were on display for just 48 hours before being taken down and moved to Sony’s London headquarters for permanent display.

The creative marketing stunt formed part of an elaborate narrative that Sony had created for the UK launch of their new PS5 console. The campaign launch went onto win the Grand Prix prize at The Drum Roses Awards 2021, the ‘Best Use of Experiential Space’ at the Campaign Media Awards 2021 and the ‘Integrated Communications Campaign of the Year’ at the PRmoment Awards 2021.

The signs were designed, manufactured and installed by A.J Wells & Sons. The project was carried out under strict secrecy and turned around in just over 2 weeks.