PlayStation The Last of Us Part II
Gold Winner @ PRAwarad, Internetics, Webstock
- To speak an authentic voice for the Romanian people and create a one of a kind campaign for many types of audiences, most of them not even familiar with the world of gaming. We wanted to go beyond the 1% of the population that consider themselves `gamers`.
Hence we developed a disruptive campaign that completely represents the Romanian spirit, merging tradition with the world of gaming. The insight came from the resemblance of the game’s theme to the traditional Romanian folk heroes initiation journey, depicting its evolution and transgression from the challenges received along the way. We deployed the cover in online and broadcast media, we worked with diverse publications and influencers in order to amplify the campaign.
PR ● Production management ● Influencer management