High Five: Innovations and Activations in the Gaming Sector
Like every 90's geek, I grew up surrounded by video games and technologies. Experiencing the evolution of gaming within advertising, and still being a part of this, makes me feel like I’m unleashing an 'achievement' that doesn't exist within any game. But come on! Producing video game ideas is not just putting your logo in there - that was already done by Microsoft, Mr. Chip and A&F Software inside the game 'Micro Olympics 1984'. The kind of work that I want to highlight here are activations inside or outside games that brought some innovation in this sector. Here you’ll see five brands that brought activation in games to the next level. GG - 'Good Game'...
UNESCO - 'History Blocks'
Agency: Africa
Production: Hungry Man x Asteroide Filmes
Director: Fabio Pinheiro
What strikes me most about this project is that this is not just an idea to rebuild monuments, but how UNESCO has used the game 'Minecraft' - one of most accessed and hyped games of this generation - as a platform for cultural education.
Burger King - 'Burger Glitch'
Agency: DAVID São Paulo
Production: Vetor Zero
Sound: Hefty Audio
For the first time in history, Burger King made gamers enjoy and look for 'bugs' to happen. Also, I find it amazing how the idea merged with the real world as well.
Mondalez's Oreo x XBOX - 'Cheat Cookies'
Agency: Saatchi & Saatchi Düsseldorf
Production: Iconoclast
Director: Dominic O’Riordan
This is one of the game projects that I had the pleasure to work on, and that I feel brought something new to the gaming table. Taking inspiration from the iconic XBOX gamepad buttons, we turned Oreo cookies into a gaming experience. It wasn't just about new designs, we wanted to push the boundaries even further. That's why we made an innovative decision to introduce not just one, but six different reliefs. The cookies played an innovative role by allowing players to create their own cheat codes and unlock skins from the three major franchises, 'Halo Infinite', 'Forza 5' and 'Sea of Thieves', plus a fully customised video game and others.
The Kiyan Prince Foundation x FIFA - 'Long Live the Prince'
Agency & Production: Engine
Director: David Dearlove
Photographer: David Clerihew
What struck me most about this idea is how The Kiyan Prince Foundation has made sure that the story of Prince will live on forever in people's memories through the video game.
Uncle Grey - 'In-Game Job Recruitment'
Agency: In-house at Uncle Grey
In order to hire new front-end talent, Uncle Grey has spread job search posters inside the game 'Team Fortress 2'. What strikes me most about this idea is the execution and care that the agency took to find its future talent.
