The One Show
The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.
Category
Innovation & Transformation / Innovation in Direct Marketing
Annual ID
OS22_DM106M
About the Work
Background
Call of Duty has had a reputation for creating immersive single-player campaigns. A reputation that has dwindled in recent years. Recent games have been criticized for a lack of depth in storytelling and characters.
When introducing the next game in the series Call of Duty Vanguard – the focus was to promote its strong single-player campaign. Vanguard takes place during WWII where we follow newly introduced characters that take on the Nazi regime.
The strategy became to build a relationship with these characters before the launch of the game, in particular a character by the name of Polina Petrova – a sniper based on the most successful female sniper in history.
Idea
Call of Duty Warzone is Activision’s free-to-play multiplayer game. It has a strong community of over 100 million players. A great media channel to build hype around the next Call of Duty.
In Warzone, 150 players drop simultaneously onto a big map. Every player shares the same simple goal – to be the last one left alive. If you succeed, you get to see your in-game character get evacuated off the map by helicopter as the sole winner. A holy scene for the community that not everybody gets to witness.
As the first-ever teaser of Vanguard, we introduced one of the main characters by making a change to the ending scene of Warzone. Instead of successfully getting evacuated by the helicopter. Polina Petrova unexpectedly stole the victory in front of the winning player’s eyes.
Results
• Cutscene randomly placed in thousands of completed Warzone matches
• Coverage in most of the major gaming press. (GameSpot, IGN, Gamesradar, Polygon, NME, Uproxx, Inverse, Venture beat, etc.)
• 500+ reaction/discussion videos uploaded by the community on TikTok, Twitch, Youtube, Instagram, etc.
Examples:
PrestigeIsKey – 1,4m subscribers
Inkslasher – 1,08m subscribers
402THUNDER402 – 742 000 subscribers
@esportscenter - 526,1k followers
@zeffgaming – 1,4m followers
@sallyisadog – 2,5m followers
Well received by community:
"Undoubtedly, this new CoD: Vanguard Warzone teaser has injected more excitement in the community and a desire to see the new game officially revealed soon."
– @charlieINTEL (Biggest independent site for the COD-community)
Call of Duty has had a reputation for creating immersive single-player campaigns. A reputation that has dwindled in recent years. Recent games have been criticized for a lack of depth in storytelling and characters.
When introducing the next game in the series Call of Duty Vanguard – the focus was to promote its strong single-player campaign. Vanguard takes place during WWII where we follow newly introduced characters that take on the Nazi regime.
The strategy became to build a relationship with these characters before the launch of the game, in particular a character by the name of Polina Petrova – a sniper based on the most successful female sniper in history.
Idea
Call of Duty Warzone is Activision’s free-to-play multiplayer game. It has a strong community of over 100 million players. A great media channel to build hype around the next Call of Duty.
In Warzone, 150 players drop simultaneously onto a big map. Every player shares the same simple goal – to be the last one left alive. If you succeed, you get to see your in-game character get evacuated off the map by helicopter as the sole winner. A holy scene for the community that not everybody gets to witness.
As the first-ever teaser of Vanguard, we introduced one of the main characters by making a change to the ending scene of Warzone. Instead of successfully getting evacuated by the helicopter. Polina Petrova unexpectedly stole the victory in front of the winning player’s eyes.
Results
• Cutscene randomly placed in thousands of completed Warzone matches
• Coverage in most of the major gaming press. (GameSpot, IGN, Gamesradar, Polygon, NME, Uproxx, Inverse, Venture beat, etc.)
• 500+ reaction/discussion videos uploaded by the community on TikTok, Twitch, Youtube, Instagram, etc.
Examples:
PrestigeIsKey – 1,4m subscribers
Inkslasher – 1,08m subscribers
402THUNDER402 – 742 000 subscribers
@esportscenter - 526,1k followers
@zeffgaming – 1,4m followers
@sallyisadog – 2,5m followers
Well received by community:
"Undoubtedly, this new CoD: Vanguard Warzone teaser has injected more excitement in the community and a desire to see the new game officially revealed soon."
– @charlieINTEL (Biggest independent site for the COD-community)
2022 Awards
Total Points: 3
Merit
Credits
Agency
INGO / Stockholm
Client / Brand
Activision Blizzard / Santa Monica
Production Company
Raven Software / Middleton
Art Director
Max Hultberg
Copywriter
Magnus Ivansson
Chief Creative Officer
Bjorn Stahl
Pelle Sjoenell
Chief Marketing Officer
Fernando Machado
Creative Director
Eric Biessman
Strategist
Simon Bäckelin
Account Manager
Rickard Allstrin
Managing Director Go-To-Market
Anna Malmhake
Production Manager
Klara Jonsson
Senior Visual Director
Michael Sanders
Vice President & Head of Marketing
Tyler Bahl
Vice President Consumer Marketing
Carolyn Wang
Vice President, Call of Duty
Jim McMullin
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