| Title | VIDEO GAME VETERANS |
| Brand | IVAW |
| Product/Service | VIDEO GAME |
| Category |
A06. OTHER DIGITAL SOLUTIONS IN A DIRECT MARKETING CAMPAIGN |
|
Entrant Company
|
THE CYRANOS McCANN Barcelona, SPAIN
|
|
Advertising Agency
|
THE CYRANOS McCANN Barcelona, SPAIN
|
Credits
| Leandro Raposo |
The Cyranos Mccann |
Creative President |
| Pablo Colonnese |
The Cyranos Mccann |
Executive Creative Director |
| David Fernández/Jon Lavin/Joaquín Espagnol |
The Cyranos Mccann |
Creative Director |
| Jaume Rufach |
Mccann Worldgroup Europe/The Cyranos |
Copywriter |
| Eduard Cubel |
Mccann Worldgroup Europe/The Cyranos |
Art Director |
| Oriol Bombí |
The Cyranos Mccann |
Head Of Strategic Planning |
| Alba Riart |
The Cyranos Mccann |
Production Manager |
| Marta Grasa |
The Cyranos Mccann |
Account Director |
| Jesús Vergés |
The Cyranos Mccann |
Account Executive |
The Brief
IVAW works to support American soldiers and veterans who are under pressure not to speak out.
IVAW’s specific aims also include bringing a rounded view of the conflict to a society whose access to information depends on mass media over which the government and the military exert a strong influence.
The intention of this campaign was to refute the REALISM claimed by video games, by showing the true reality of war, its only truth. The only truth that nobody tells you when you go along to enlist.
To do it without access to major media and only $3,000.
Creative Execution
Because it met the objective.
Describe the creative solution to the brief/objective.
We developed a video game: THE TRUTH OF THE WAR, and sold it with a description like any other, promising excitement and REALISM.
Nobody knew what they were really buying. It was an ordinary game which progressed in a normal way until the enemy killed you. Then, when you tried to play again, the truth became visible: THEY HAD KILLED YOUAfter trying to get the major companies to cooperate, the video game was developed by a small studio (Nurendsoft).
We advertised it with a small banner campaign in video game magazines.
Results
The action ended with the chance to fight against the war itself or get the amount paid for the video game refunded.
67% donated the amount to IVAW
33% wanted their money back
15% bought another game from Nurendsoft
55% rated it positively