The One Show
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Category
Game Marketing
Annual ID
OS23_GA028M
About the Work
World of Warcraft (WoW) is one of the biggest computer games in the world and has been a cultural juggernaut in the gaming industry since its release 2004. However, player acquisition has slowed down recently and world of warcraft is struggling to stay culturally relevant. For a game like WoW a healthy vibrant discourse surrounding the game is important as it leads directly to new players finding and trying the game out. And the game still has a lot to offer with new content still being released regularly. So, our brief was to create something that will once again spark interest and discussion around the game. To gather the community around something positive.
Our solution was to create a live action film where we compare the game to real life, but from the perspective of in-game characters. WoW has not been done in live action this way since the Hollywood-movie and we made sure to fill every frame of the film with details, easter eggs and references that the community could pick up on and share on forums and in articles.
Despite this being a campaign for Sweden the film was spread in communities all over the world and engagement around the game skyrocketed. Reaction videos, articles, forum posts and comment dissected every part of the film and WoW once again got its moment in the spotlight. The result was an increase in player acquisition not only in Sweden but in several markets around the world.
2023 Awards
Total Points: 3
Merit
Credits
Agency
INGO / Stockholm
Client / Brand
Activision Blizzard
Production Company
Bacon
Colony / Stockholm
Copywriter
Philip Frendberg
Chief Creative Officer
Bjorn Stahl
Pelle Sjonell
Chief Marketing Officer
Fernando Machado
Creative Technologist
Stefan Kindgren
Designer
Kalle Garmark
Director
Bart Timmer
Director of Photography
Sebastian Blenkov
Editor
Robin Siwe
Executive Producer
Sam Cantor
Producer
Henrik Berthelsen
Markus Ahlm
Sound Designer
Quint Starky
Project Manager
Rickard Allstrin
Consumer Marketing Manager EMEA
Tom Read
EMEA World of Warcraft Marketing Manager
Michael Vousden
Head of Communication
Lasse Cato
Production manager
Klara Jonsson
VFX supervisor
Joel Bringmark
Vice President EMEA Marketing
Daniel Green
VP Warcraft Franchise Management
Aleksander Olszowka
Warcraft Franchise Director
Rafael Zuana
World of Warcraft Community Manager
Varvara Zakharova
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