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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.

2023 One Show - Gaming

God of War Ragnarök - All Parents Can Relate

Agency MOCEAN / Los Angeles + PlayStation

Client PlayStation

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

Chief Creative Officer

Greg Harrison

Creative Director

Clark Rogers
Matt Delamater

Director of Photography

Chuck Ozeas

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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