We love all creatives equally here at Creadits, but sometimes you get some IP and assets that get you all excited.
The team at Tencent wanted to run a campaign for a new dinosaur themed avatar that was launching. I mean, how cool is that!?
We had all the building blocks – global awareness, a recent Kong vs Godzilla co-branded event, and a really funny avatar. but the challenge was to bring them together, respecting the various IPs AND speak to the current PUBG audience to drive purchase.
This required insights into what would be the best ‘trigger’ to obtain a nostalgic and strong resonance globally, and especially in North America.
It is fair to say that in our global collective consciousness, there is nothing more terrifying than being chased by an enormous beast – dinosaur, shark, ape, whatever. This is enforced by classic movies like Jurassic Park where perhaps the most iconic dinosaur scene is the ‘objects in the mirror are closer than they appear’ from the very first installment.
PUBG’s IP allows for tongue-in-cheek humour, so we decided to pay homage to that scene in our ad, but at the same time weaving in the dinosaur avatar into the script, syncing perfectly with our target audience.
With this insight in hand, we set about making an ad that would be memorable, (hopefully funny) and drive awareness and purchase action for the avatar.
Here it is:
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