Brand building
For a world deprived of the magic of live sport – we brought the magic back! The Uncancelled Cup was an e-sports event but treated just like a real-life football tournament. Fans loved it and shopping app downloads doubled.
In a world where sports events were cancelled and everyone was stuck at home, Turkish fans were desperately missing the excitement of live sport. Something bold and inspiring was needed to boost the morale of the weary and dispirited Turkish people.
We created, organised and live-broadcasted an e-sports event exactly like a real-life sports event but rather than a standard e-sports competition, we went beyond and incorporated elements of real football viewing experience such as live broadcasts, live game commentaries, different camera angles, and of course the tactical debates and discussions by pundits after the matches.
Along with a roster of football players and celebrities, including Acun Ilıcalı - who has his own TV channel and broadcasts - they all competed in Uncancelled Cup, which further maximised the popularity of the tournament.
Downloads of the adidas shopping app doubled.
Coronavirus restrictions were making it harder for Turkish shoppers to get to the supermarkets. So, we created a world-first – a TV shop for leading supermarket CarrefourSA – enabling consumers to shop digitally without leaving home.
Seven years after PlayStation’s previous console launch, Sony were ready to launch the business-critical PS5. Taking both Xbox and a global pandemic head-on, we created a disruptive and culturally relevant launch that made the PS5 the biggest ever console launch.
We created our own app, the ‘Always Rabbi-Bot’, to ease tensions modern religious Jewish women face when following Biblical commandants related to menstruation.
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