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2024 GOLD

Cathedral of Diablo

Diablo IV would be released 11 years after its predecessor. This gap meant our core gamers aged out and were now too few to create a blockbuster release. We set out to provoke a younger audience who were on the bleeding edge of a dark culture renaissance. So we corrupted the inside of a church, creating an altar to evil on the church ceiling, and used this location as the center point for a multichannel campaign, increasing unaided awareness over 300% and 10+ million sales in just 5 days.

Brand: Diablo IV
Client: Activision Blizzard
Agency: 72andSunny Los Angeles
Language: English

2023 GOLD

Switch voices

Frente al maltrato que sufren las gamers al jugar con micrófono abierto realizamos un experimento social con 3 varones y un modulador de voz que la transformaba en femenina en tiempo real. Además de la sorpresa que se llevaron recibiendo comentarios ofensivos, se dieron cuenta que sus victorias bajaban notablemente. Demostramos que el buen rendimiento de los varones tiene que ver en gran parte con privilegios de género. Nuestra relevancia sobreindexó 45%, nos levantaron 15 medios argentinos e internacionales, y +20 mujeres contaron sus testimonios orgánicamente.

Brand: WIG
Client: Women in games Argentina
Agency: BBDO Argentina
Language: Spanish

2023 SILVER

Become

For 20 years Xbox’s iconic hero the Master Chief stood for heroism. But in 2021, the world had enough superheroes. Heroism had evolved from individual to collective and from super-human to just human. To rekindle love for Halo, “Become” didn’t focus on the 7-foot-tall soldier, but instead on the stories of hope and humanity that make Chief’s heroics possible. Gamers literally put themselves behind Master Chief’s visor to show that Master Chief is all of us. “Become” gave the heroism new meaning and led to Halo’s biggest launch in history. ¦For 20 years Xbox’s iconic hero the Master Chief stood for heroism. But in 2021, the world had enough superheroes. Heroism had evolved from individual to collective and from super-human to just human. To rekindle love for Halo, “Become” didn’t focus on the 7-foot-tall soldier, but instead on the stories of hope and humanity that make Chief’s heroics possible. Gamers literally put themselves behind Master Chief’s visor to show that Master Chief is all of us. “Become” gave the heroism new meaning and led to Halo’s biggest launch in history.

Brand: Xbox's Halo Infinite
Client: Microsoft Xbox
Agency: 215 McCann
Language: English