The One Show
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Category
Game Marketing
Annual ID
OS23_GA030M
About the Work
When creating the campaign for God of War Ragnarok’s launch we were tasked with two main commercial objectives to meet. The first was to top the performance of the previous entry in the franchise God of War 2018’s sales performance. God of War 2018 sold 5 million units in its first month and 10 million in its first year. The second commercial objective was for the title to become the most successful first party launch in PlayStation’s history, a distinction that was held by the last of us with 4.1 million sales in its first week. In order to do that our marketing objective was to significantly increase the penetration of God of War into the mainstream audience in order to expose the franchise to people who weren’t yet familiar with the game with the desire to grab their attention in a way that was truly unexpected and have them interested in knowing more. In doing so, we set out to communicate God of War to the rest of the world in a way that shifted it away from being ‘just a game’ to something more relatable and extremely entertaining - which we accomplished through the use of humor and universal truths about parenthood. God of War Ragnarok became the fastest selling first party launch game in PlayStation’s history selling 5.1M copies in the first 5 days. It set a new franchise record beating the 5 million units that 2018 sold in its first month in a week. 3 months after release, Ragnarok eclipsed 11M sales, while 2018 took a year plus to break 10M. The spot was lauded by fans for playing into the fatherhood aspect that they had already been rallying around as a community and seeing the franchise embrace humor opened up a broader conversation amongst fans with that lane in mind. This approach took a big game to the gaming industry and made it a big game for the entire entertainment industry by showing how to effectively leverage celebrity talent to reach audiences far beyond the franchises normal grasp.
Campaign
https://www.instagram.com/p/Ck09Kbit_aB/?hl=en
https://www.instagram.com/p/Ck09...
https://www.instagram.com/p/Cka6yArOtaT/?hl=en
https://www.instagram.com/p/Cka6...
https://www.instagram.com/p/CkvzkwxB2IQ/?hl=en
https://www.instagram.com/p/Ckvz...
https://www.instagram.com/p/CkyYZrCPfG7/?hl=en
https://www.instagram.com/p/CkyY...
2023 Awards
Total Points: 3
Merit
Credits
Agency
mOcean / Los Angeles
Studio
PlayStation
Client / Brand
PlayStation
Art Director
Grace Kim
Writer
Jon Monson-Foon
Sean Clements
Chief Creative Officer
Greg Harrison
Creative Director
Clark Rogers
Matt Delamater
Director of Photography
Chuck Ozeas
Editor
Zachary Weinberg
account director
Renee Szostak
assistant editor
Anthony Bonetti
Austin Cadman
Audio Mixer
Brian Magill
Chief strategy Officer
Allan Gungormez
colorist
James Knott
Colorist/Conform Artist
Joseph Whiting
Conform Artist
Andrew Handrich
Director of production
Spencer Jarrold
Director, Influencer Partnerships
Kosi Egbuta
LINE PRODUCER
Austin Sepulveda
James Heth
Post Production Supervisor
Brandon Halverson
Douglas Salkin
Ken Peltan
Scott Angel
President
Erica Coates
Production Designer
Laurent Tulure
Senior Brand Manager
Tala Rodriguez
Senior Director, Marketing Partnerships Activations & Events
Jill Erb
Senior Vice President & Head of Global Marketing
Eric Lempel
Supervising Producer
Valerie Lopez
SVP, Entertainment Accounts
Alyson Fishbein
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