Title	ENEMY FRONT W HOUR
Brand	CI GAMES
Product/Service	ENEMT FRONT (VIDEO GAME)
Category	A09. USE OF OTHER DIGITAL PLATFORMS IN A MEDIA CAMPAIGN
Entrant Company	McCANN WORLDGROUP Warsaw, POLAND
Advertising Agency	McCANN WORLDGROUP Warsaw, POLAND
Production Company	DELAPOST Warsaw, POLAND

Name	Company	Position
Jacek Szulecki	Mccann Worldgroup Poland	Executive Creative Director
Szymon Szymanski	Mccann Worldgroup Poland	Managing Director
Lukasz Kotlinski	Mccann Worldgroup Poland	Art Director
Iza Przepiorska/Kotlinska	Mccann Worldgroup Poland	Copywriter
Mateusz Jankowski	Mccann Worldgroup Poland	Art Director
Agnieszka Wichracka	Mccann Worldgroup Poland	Account Director
Pawel Trocinski	Mccann Worldgroup Poland	Account Executive
Bartek Klus	Mccann Worldgroup Poland	Account Executive
Anna Gonera	Mccann Worldgroup Poland	Strategy Planner
Edyta Wierciak	Mccann Worldgroup Poland	Agency Producer
Magdalena Kieferling	Mccann Worldgroup Poland	Communications Director
Blazej Krakowiak	CI Games	Pr Director
Marek Tyminski	CI Games	Chairman Of The Board
Wojciech Jezowski	Black Rabbit	Director

Results and Effectiveness

Thanks to a patch uploaded a few days earlier, on the first of August at exactly 17:00 (the same time that Poles stop in the streets to honour the heroes of the Uprising) we stopped the gameplay in „Enemy Front”. Gamers were redirected to a website containing a short documentary film about the Uprising and were also invited to honour the heroes via Fb. Through this we generated over 500 000 confirmed reach in social media in first 8 hours. Over 50 000 people from 124 countries visited our website.

Creative Execution

We came up with an idea that we will stop the game for an exactly 1 minute. Thanks to a patch uploaded a few days earlier on the first of August at exactly 17:00 (the same time that Poles stop in the streets to honour the heroes of the Uprising) we stopped the gameplay in „Enemy Front”. Gamers where redirected to a website containing a short documentary film about the Warsaw Uprising and were also invited to honour the heroes via social media as well as share it with their friends.

Insights, Strategy and the Idea

Enemy Front is a game set during the Warsaw Uprising of 1944. On the first of August every year Poles stop in the streets for a minute at exactly 17:00 to honour the heroes of the largest organised resisitance action of WW2. It is regarded by Poles as one of the most heroic events. Our aim was to bring home the awareness that the game's events were based on a historical reality and also to spread awareness among gamers and non-gamers worldwide. Thanks to a patch uploaded a few days earlier, at the same time that Poles stop, we stopped the gameplay. Gamers were redirected to a website containing a short documentary about the Uprising and were also invited to honour the heroes via Fb. Through this we wanted to bring home the awarness that for the heroes of the Warsaw Uprising it was far from being a game.