The sharpener, an iconic figure in the Spanish urban imagination, has stopped announcing his whistle through the streets to become an advertising vehicle for the new PlayStation campaign. On the occasion of the launch of “Ghost of Yōtei”, the new exclusive title for PlayStation 5, the brand has reinvented this traditional symbol as part of a street marketing action.
For several days, royal sharpeners toured different cities with a visual and sound message that linked its activity with the essence of the game: precision, edge and the search for justice. Under the motto “The Sharpest Weapons,” the action takes the Ghost of Yōtei universe to the streets, connecting tradition and interactive narrative with memorable execution.
This intervention is part of a large-scale campaign designed by the CLV agency, with media managed by Mediacom and production by We are CP. The common thread in all the pieces has been the concept of cuts, a visual and semantic metaphor of the game that has been reflected in physical supports, immersive experiences and unexpected collaborations.
Among the most striking executions, the outdoor mupis designed to simulate having been cut by a katana stand out, breaking the traditional format and giving it narrative value.
In parallel, the Atocha station in Madrid was transformed for several days into the Yōtei Station, with vinyl on the central dome, split benches, distribution of kasa-flyers (the traditional Japanese hat) and coffees… cut off.
The campaign has also explored the sensory territory with the participation of chef Jordi Roca, who has created an exclusive ice cream inspired by the game, with a flavor defined by its sharp and unexpected character.
Through all these elements, PlayStation has sought to transfer the intensity, beauty and depth of the “Ghost of Yōtei” universe to the physical plane, connecting with fans beyond the screen.
Set 300 years after the celebrated “Ghost of Tsushima,” “Ghost of Yōtei” sets its action in rural Japan in the 17th century and follows Atsu, a lone mercenary in search of revenge. Her journey through the northern lands of Japan will not only confront her with a band of outlaws, but also with unexpected bonds and personal dilemmas in an open world of great visual and narrative richness.
