Who says videogames and beaches don't mix?
One thing you can say about Sony - it isn't afraid of doing unusual things with its advertising. While most of the world is advertising on TV or websites, or in papers and magazines, Sony went its own way, and decided to advertise Uncharted 3 through the medium of sand.
Created for the Interactive & Digital Entertainment Festival, which took place in Cannes, France back in June, the sandcastle - although sand sculpture is probably a much better term - is the work of Urban Act, a marketing company based in Saint-Ouen, on the outskirts of Paris, and was created using promotional material as a guide. It's not clear from the video exactly how long it took to make, but it was a least two days.
It's an interesting way to advertise a game, and like the kid in the video says, no doubt it will have attracted attention from people, some of whom might have ignored more traditional advertising, like the huge Tomb Raider and Hitman billboards you can see in the background.
Uncharted 3: Drake's Deception comes out for PS3 on November 1st.