The One Where I Creatively Produced a Case Study,
(and other things)
The Client
Activision Blizzard's new game: Call of Duty Warzone
The Brief
Drop into Culture
Develop an idea that interlinks Call of Duty Warzone to mainstream culture (i.e., not just gaming culture) so everyone, both players
and non-players, celebrate Warzone.
If successful, the idea should make Warzone the most talked about brand that appears in the headlines of non-gaming news media, turning Warzone into the badge of honor for our existing players and creating an immediate sense of FOMO among non-players.
The Project
We had 4 weeks and 4 team members. So we divided duties and got to researching. We found out that:
44%
of adults 50+ regularly play video games
1/4
of adults 65+ are socially isolated
Let's make Warzone centered around those you'd least expect it.
Our proposal was to create a new game mode in Warzone called Generations, as a way to connect an often forgetten demographic of gamers to the rest of the community.
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The game mode would connect people playing live from all generations to show that Call of Duty Warzone is a game for the ages and has the power to connect culture across enemy lines.
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We thought: BOOM. Proposal done.
BUT WE WERE MISSING A KEY COMPONENT...
First, our supervisor went AWOL and we needed approval before our deadline.
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So we went to our supervisor's supervisor for approval... and they didn't give it.
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We had 36 hours to add a creative campaign element to our proposal that would demonstrate HOW we would communicate to our target audiences.
The Solve:
I adapted, by putting on my creative hat.
I aligned, ensuring our team clearly understood next steps, which was essential given the short turnaround time.
I worked with our creatives to reimagine how we could create print ads to target two separate demographics we envisioned playing Warzone.
This is what we came up with:
The first set of ads spoke to a younger generation, encouraging them to invite their grandparents to play Warzone with them.
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The second set target an older demographic and challenged them to buck the traditional game because Call of Duty Warzone is a game For the Ages.
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Without a media planner, I helped figure out where the best media placements would be. We wanted to target both our audiences when they were in prime time gamer mode. For Seniors, that involved community boards and senior centers. For the youths, we targeted transportation hubs near schools to capture the after-school crowd.
With our creative campaign done, I worked with the video producer to create a case study video that aligned the same art direction style throughout. Lending a hand with scripting concurrently with the rest of the team.
This culminated into a board that incorporated all of the elements:
The Results
We were able to deliver the reimagined case study and campaign within the deadline and even got shortlisted for The One Show Young Ones Awards because of it!