The Battle Cats has kept gamers amused and engaged with mysteries and challenges all year. Now it’s the tower defence mobile game’s 12th anniversary, and R/GA and PONOS are shaking things up by bringing the game’s strategic depths into the spotlight with an inspired fusion of art and gameplay.
The campaign, The Way of the Cat, draws inspiration from Japan’s Sengoku period, a transformative era of tactical mastery and conflict in Japan. It blends art, gameplay, and storytelling, and highlights the game’s depth and strategic appeal, shifting perceptions of The Battle Cats from merely quirky and cute to a brain-stimulating, strategy-driven experience.
Masaya Nakade, executive creative director at R/GA Japan, explained, “Our aim was to elevate the perception of The Battle Cats by weaving together art and strategy to capture the game’s true essence. Through Sengoku-inspired storytelling and high-calibre visuals, we’ve crafted an experience that celebrates the game’s unique creativity and challenges players to appreciate its depth.”
Central to the celebrations are two cinematic films inspired by classic Samurai cinema.
R/GA proposed the Sengoku concept as a centrepiece, capturing the game’s intricate battles and strategies. To complement this, there’s the modern Byobu, visually connecting in-game artistry with the campaign’s narrative. The fusion lead to an in-game Sengoku-themes event, that enables players to dive into the game’s rich storytelling. Social media tactics then invite players to explore and engage with the game’s strategic layers.
PONOS’ chief operating officer and managing director, Seiichiro Sano, stated, “As we celebrate 12 years of The Battle Cats, we’re excited to challenge perceptions and showcase the game’s strategic depth. This collaboration with R/GA honours our heritage while inviting new players to experience the thrill of tactical gameplay in a fresh way.”
Credits:
Client: PONOS Corporation
Creative Agency: R/GA
Executive Creative Director: Masaya Nakade
Group Creative Director: Marta Caseny
Associate Creative Director: Sasha Barkans
Group Strategy Director: Roana Bianca Brito
Executive Content Producer: Shoko Akutagawa
Executive Producer: Joel Simon-Vermot
Senior Producer: Matt Howard
Managing Director, Japan: Anthony Baker
Group Account Director: Naru Kudo
Account Assistant: Kimiya Yoshida
Associate Design Director: Charles Lai
Senior Copywriters: Aoi Nameraishi, Natsuki Morishita & Alex Morris
Senior Art Director: Aaron McCann
Marketing Sciences Director: Marc Williamson
Senior Analyst: James Binnie
Connections Group Director: Mathieu Konnert
Film Production Company: Y’s Inc.
Producers: Taro Iwato & Rikiya Saito
Production Manager: Hideaki Nakajima
Director: Kazuma Kitada
Cinematographer: Andrzej Rudz
Photographer: Yasushi Mori Illustration
Production Company: VEHICLE Inc.
Producers: Takumi Goto & Kaede Okuno
Illustration Artist: SEGAWA Thirty-Seven
Media: Dentsu Inc.
