|We asked creative leaders from across the region choose the work they expect (or hope) to see winning at Cannes Lions this year. See all this year's Cannes contenders.|
Contender: Bit better Fallout
Agency: TKT Sydney
Client: V Energy
Derek Green, ECD, Ogilvy Sydney:
Living up to their brand line, 'Massive hit that improves you a bit', V Energy drink added a modification to the Fallout4 game that actually ‘improved you a bit’ when you consumed the product in game. The idea is a perfect fit for their demographic (gamers) that are high volume consumers of energy drinks.
Simon Brock, CD, Digitas Sydney:
In the late 2000s, ad world was awash with articles and research on the potential for video games to become the most effective advertising medium at our disposal. Finally, a decade later, work like this is living up to that potential and proving that in-game is a territory where more brands should be playing. The way this campaign boldly engages with a passionate gaming community to enhance their experience of a game they love, while staying true to V’s ‘improves you a bit’ ethos makes it worthy of global recognition.