PlayStation unleashes the ‘Demon Sumo Wrestler’ in DOOH campaign

PlayStation successfully executed an unforgettable digital Out-of-Home (DOOH) campaign in Tokyo, transforming JR Ryogoku Station into an immersive spectacle that visually merged Japanese culture with the fantastical, high-energy world of the PS5. The stunt was part of the brand’s global “It Happens on PS5®” promotion. 

The campaign’s creative power was derived from its hyper-contextual placement. The installation was strategically located inside JR Ryogoku Station, the major transport hub situated next to the Ryogoku Kokugikan, Japan’s national sumo arena. This location is steeped in sumo culture, making the creative instantly relevant to the surroundings. 

The activation itself featured a gigantic, animated “Demon Sumo Wrestler” (魔人力士) displayed across large-format digital screens on the platform. The short, high-impact video showed the colossal figure taking a massive stance and halting a rapidly approaching train with his bare hands, dramatically sliding backward from the impact. The reason for this Herculean effort? The wrestler was saving a digital kitten standing near the tracks. 

This clever execution utilized the physical environment and the digital screen perspective to deliver a surprising and memorable moment to commuters. By blending a classic cultural motif (Sumo) with a cinematic, supernatural event, PlayStation not only celebrated creative technology but also demonstrated the kind of unexpected, intense action that the PlayStation 5 is known for. The result was a viral campaign that successfully reinforced the core message of the PS5 brand: to deliver experiences where “It Happens on PS5®.”