industry:
media and entertainment
industry:
media and entertainment
industry:
media and
entertainment
client:
tencent
client:
tencent
Deliverables:
integrated
Deliverables:
integrated
awake the soldier within
awake the soldier within
awake the soldier within
A campaign that awakened China’s gamers and redefined a legacy.
A campaign that awakened China’s gamers and redefined a legacy.
Call of Duty, a globally celebrated franchise, was banned in China for years—until Tencent’s acquisition opened the battlefield. Awaken the Soldier Within called on players to live out their action hero fantasy, because we all have a fighter, hero, and soldier inside us waiting to rise.
Launching at the Tencent Game Convention, the campaign drew over 640K players on day one. With TVC and OOH featuring Chris Evans, it achieved 21 million impressions in a month, becoming a defining moment for gaming in China.
Call of Duty, a globally celebrated franchise, was banned in China for years—until Tencent’s acquisition opened the battlefield. Awaken the Soldier Within called on players to live out their action hero fantasy, because we all have a fighter, hero, and soldier inside us waiting to rise.
Launching at the Tencent Game Convention, the campaign drew over 640K players on day one. With TVC and OOH featuring Chris Evans, it achieved 21 million impressions in a month, becoming a defining moment for gaming in China.
Call of Duty, a globally celebrated franchise, was banned in China for years—until Tencent’s acquisition opened the battlefield. Awaken the Soldier Within called on players to live out their action hero fantasy, because we all have a fighter, hero, and soldier inside us waiting to rise.
Launching at the Tencent Game Convention, the campaign drew over 640K players on day one. With TVC and OOH featuring Chris Evans, it achieved 21 million impressions in a month, becoming a defining moment for gaming in China.
featuring Chris evans
featuring Chris evans
featuring Chris evans
The first Avenger, a die-hard Call of Duty fan, and now the face of our key visual. He knows exactly what it takes to awaken the soldier within.
The first Avenger, a die-hard Call of Duty fan, and now the face of our key visual. He knows exactly what it takes to awaken the soldier within.
The first Avenger, a die-hard Call of Duty fan, and now the face of our key visual. He knows exactly what it takes to awaken the soldier within.
live action trailer
live action trailer
live action trailer
Hotel staff sneak off to play Call of Duty Online. Amid challenges and a Chris Evans cameo, even the clumsiest awakens the soldier within to save a friend.
Hotel staff sneak off to play Call of Duty Online. Amid challenges and a Chris Evans cameo, even the clumsiest awakens the soldier within to save a friend.
Hotel staff sneak off to play Call of Duty Online. Amid challenges and a Chris Evans cameo, even the clumsiest awakens the soldier within to save a friend.
TGC Spotlight
TGC Spotlight
TGC Spotlight
Amid Tencent’s countless new releases, Call of Duty Online takes center stage as the event’s standout highlight.
Amid Tencent’s countless new releases, Call of Duty Online takes center stage as the event’s standout highlight.
Amid Tencent’s countless new releases, Call of Duty Online takes center stage as the event’s standout highlight.
the briefing room
the briefing room
the briefing room
Visitors get briefed on a 60” touchscreen, then move upstairs to play the mission on top-tier rigs, sharing feedback directly with developers.
Visitors get briefed on a 60” touchscreen, then move upstairs to play the mission on top-tier rigs, sharing feedback directly with developers.
Visitors get briefed on a 60” touchscreen, then move upstairs to play the mission on top-tier rigs, sharing feedback directly with developers.
the photo booth
the photo booth
the photo booth
Visitors gear up for green screen shots, instantly turned into high-quality posters. They can customize backgrounds on mobile to match their poses.
Visitors gear up for green screen shots, instantly turned into high-quality posters. They can customize backgrounds on mobile to match their poses.
Visitors gear up for green screen shots, instantly turned into high-quality posters. They can customize backgrounds on mobile to match their poses.
Opportunities don’t sleep.
Let’s chat about what’s next.
7:26:18 pm
A late-night compilation
from the archives