Insight
In order to transform it from cult favourite to cultural powerhouse, Fallout needed to bring its unique flavour to the masses.
Idea
With the game’s content held a tight secret, Fallout built a campaign of experiences that brought its world to life to its fans, alongside a new brand tone, key art and logo.
A first of its kind app, Fallout C.H.A.T. created a custom keyboard and emoji drawn from the game‘s iconic characters, allowing users to text fellow Fallout fans in their contacts using emojis and GIFs from Wasteland.
Vault Boy himself starred in “What Makes You S.P.E.C.I.A.L.?”, seven original videos that gave fans a preview of new features alongside the game’s unique blend of humour and violence.
Impact
It won Best in Show at E3 and became one of the best-selling games of the year, shipping over 12 million units at launch, representing over $750m in sales.
AKQA is a design and innovation company that employs over 6,500 professionals across 20 countries. Named Digital Agency Global Network of the Year in Campaign’s 2023 Global Agency of the Year Awards, AKQA was also awarded the Cannes Lions Grand Prix for Digital Craft in 2023, and the Grand Prix for Design in 2021. In 2023, AKQA was recognised as a winner in Fast Company’s Innovation by Design Awards. AKQA also won Fast Company’s World Changing Ideas in 2021, and 2022 and led Gartner’s research into global marketing agencies in 2021.