| Title | GAME IS NOT OVER |
| Brand | MASPEX (TIGER) |
| Product/Service | TIGER ENERGY DRINK |
| Category |
A08. DIGITAL DESIGN |
|
Entrant Company
|
180HEARTBEATS+JUNG von MATT Warsaw, POLAND
|
|
Advertising Agency
|
180HEARTBEATS+JUNG von MATT Warsaw, POLAND
|
Credits
| Mikołaj Sadowski |
180heartbeats/Jung V. Matt |
Creative Director |
| Mikołaj Sadowski |
180heartbeats/Jung V. Matt |
Art Director |
| Adam Marzec |
180heartbeats/Jung V. Matt |
Creative |
| Anna Makowska |
180heartbeats/Jung V. Matt |
Designer |
| Anna Makowska |
180heartbeats/Jung V. Matt |
Illustrator |
| Jude Buffum |
Independent |
Illustrator |
| Agata Wierzbowska |
180heartbeats/Jung V. Matt |
Animator |
| Grzegorz Kubrakiewicz |
180heartbeats/Jung V. Matt |
Programmer |
| Magda Chętnik |
180heartbeats/Jung V. Matt |
Account Manager |
Brief Explanation
Our task was to communicate Tiger through an engaging experience blending the digital andreal world in an authentic way.
The Brief
We were asked to deliver a big digital idea to promote Tiger, the leading polish energy drink brand. The brand needed another move towards premium sector. Aiming at older consumer we used arcade games, which are objects of cult of thirty-year-olds.
Inspired by real people's stories we created 4 games - from the platformer about bearded medschool student in the midst of his midterm exam craze, through an overwoker intern against the hostile invasion of powerpoint charts, kawaii fan dancing through the party, to the story of the father-of-two proffesional mover from Zgorzelec.
By reinterpreting the traditional arcade gaming rules Game Is Not Over became an interactive storytelling platform to tell authentic human stories in a fun and engaging way.
How the final design was conceived
We were inspired by classic video games form 80’s and 90’s. But we added the modern, unexpected twist. Every game is a retrofuturistic interactive collage of an early 90’s arcade gaming layered against the video background layer. We created an unique mix of cult, pixel esthetic with the video film background, a kind of retrfuturustic collage. By reinterpreting the traditional arcade gaming rules and style Game Is Not Over became an interactive storytelling platform to tell authentic human stories in a fun and engaging way.
Indication of how successful the outcome was in the market
According to expectations, games were the biggest success among people who are currently 24–35 years old. After the initiation of gameisnotover.pl this platform registered over a million of views in just a few weeks. Audience spent combined 12000 hours interacting with the brand. Tiger also gained 4000 new Facebook fans.