MAKE THE CUT

Client: Call of Duty®

Background

We needed to create impactful content that plugged Modern Warfare firmly into Australia’s biggest sporting and gaming communities.

Common ground

As well a strong correlation between the competitive banter of sports and multiplayer Call Of Duty, data showed a strong overlap between UFC and NRL fans and our audience.

playGround

We set, UFC champion, Israel Adesanya against, NRL young gun, Kalyn Ponga in a multiplayer game of Call of Duty: Modern Warfare. Set in a barbershop to add another layer of cultural credibility, the winner took all and the loser lost their hair.

A UFC style stare-down later, plenty of gameplay challenges, banter and haircuts in the dark wearing night-vision goggles - the final outcome resulted in one of the sporting icons getting ‘MW’ shaved into his head. 

We partnered with LADbible to create a bespoke edit for their platform distributed across LADbible Australia, Gaming Bible and SportBible to drive mass reach and engagement.

Ground breaking

Results unavailable due to confidentiality.