Vega Awards Centauri Winner Winner

2022

Operation CoDNite

Entrant Company

Miami AdSchool

Category

Social Media (Single) - Best Experimental & Innovation

Client's Name

Activision Blizzard - Call of Duty

Country / Region

United States

Entry Level

Student

Operation CoDNite was developed based on a Call of Duty principle - a real warzone camp. The CoDNite war strategy attracted several players to Call of Duty without knowing they were falling into an ambush marketing trap. Thus, Call of Duty has infiltrated the most mainstream platform of the moment: Fortnite, a cartoon-like battle royale game.

The idea: Launching Warzone’s upcoming season game map Caldera first on Fortnite without gamers knowing it was a Warzone map. It happened by using Fortnite’s Creative Mode, which allows any player to create map scenarios.

To create hype among gamers, we invited streamers to play it inside the map with one condition - don’t say it is a Call of Duty map.

In the week before the start of Warzone’s new season, the revelation: it was actually a Warzone map! When players realized they were inside a Call Of Duty map with such unique hype, it generated a buzz that anyone not on CoD felt the FOMO - “feeling of missing out” - and joined the real battle royal!

Credits

Art Director
Bernardo Dalla
Art Director
Gabriel Santos
Copywriter
João Eustachio
Copywriter
Luisa Muniz
Creative Director Copywriter
Filipe Sanches
Creative Director Art
Caio Gatti
2022
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Country / Region

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