Page 48 - AdNews May-June 2020

Let the games begin
No longer just played by teenage boys, the rising popularity of gaming is fast becoming an opportunity for brands to connect with consumers in new and engaging ways.
WORDS BY
PAIGE MURPHY
Creative Review
THOMAS MCMULLAN
Digitas associate creative director
Gaming in 2020 is amazing. It’s for everybody regardless of age, gender and prior experience (just search Animal Crossing on Twitter for proof). It’s also a broad, decentralised medium that evolves exponentially, which makes it
a difficult space to connect with your audience if you haven’t done your due diligence.
MURRAY BRANSGROVE
Noisy Beast creative director
Overall, there’s some great thinking in this category. Without a doubt, a standout favourite is Wendy’s “Keeping Fortnite Fresh”. Not only because it absolutely cleaned up in awards, but because
it’s a great tactical idea that totally took advantage of Fortnite’s game structure to become the hottest talked about topic within the gaming community. It’s so great to see an idea that is anything but traditional.
ERIC STEPHENS
True ECD and managing director
Someone once said, “Advertisers eventually ruin everything.” The gaming space is no different, but if we do authentic, smart, value-driven work that ladders up to a core brand ambition instead of plastering logos everywhere, we have a chance to engage and build connections instead of pissing people off.
Know your audience and stop being an imposter.