PARIS – This holiday season, video game publisher Wargaming selected agency Biborg to accompany them in their end-of-year communication for its legendary game, World of Tanks. This year, PC gamers will have their own tale: the Tale of Tanks. Biborg’s 30’ film reinvents the classic Christmas fable with an epic World of Tanks touch. A welcome deviation from the traditional holiday ads we’re inundated with this time of year.
Each year, World of Tanks hosts a big in-game event for the holiday period. It’s a moment for Wargaming to celebrate the World of Tanks players, reward them with gifts and fill them with holiday cheer. It’s also an opportunity for the publisher to entice new players to try it for the first time as well as bring old players back into the game.
Unlike the conventional Christmas ads that saturate our screens, Biborg’s 30′ spot features World of Tanks heroes, tanks, and embodies the game’s most compelling aspects: strategic thinking, teamwork, and high octane action.
The spot starts out as a classic fairy tale with the usual “once upon a time”, before deviating to a story of a different sort – Rudy the Tank. The spot alternates between the two settings – traditional Christmas lore, depicted by CGI sequences of a pop-up book created by Biborg, and the parable of a fierce battle. And yet, despite its counter-culture style, there is an important message – that friends and allies matter. A message players and viewers can relate to, and one we should all take into account this time of year.
This campaign will be available in TV, digital and print in 12 countries: United Kingdom, Germany, Japan, Korea, Taiwan, Thailand, United States, Poland, France, Czech Republic, Romania and Hungary.
Sector of activity: Gaming
Global Marketing Director: Mariia Chernova
Global Head of Strategy: Felix Morgan
Global Marketing Producer: Winston Linn
Regional Marketing Lead: Marie-Charlotte Sourbets
Client Director: Valentin Hugon
Artistic Director: Alexandre Delalleau
Studio Director: Olivier Campion
Creative Director: Ismael El Hakim
Designer Writer: Soliman El Hakim
About the Contributor
Theda Braddock is an American who lives and works in Paris. She helps agencies develop their communication and promote creativity, and writes for several publications when she has time.