Staff Reporters
May 29, 2018

2018 Cannes contenders: 'Bit better Fallout' by TKT Sydney

This campaign put V Energy drink into the game Fallout4.

2018 Cannes contenders: 'Bit better Fallout' by TKT Sydney
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

Nominated by:

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.

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