“Just one more game…” if you are dating a gamer, you have probably heard the phrase 1000 times before. An English study even found that Fortnite was the reason couples divorced in 5% of divorce filings.
So Uncle Grey and internet provider, Waoo, launching a solution for all lovers who are tired of their partners’ relentless gaming. It’s a virtual hitman service, called Love Squad, where frustrated and neglected partners can order an in-game hit on lovers if they have trouble stopping the game.
The idea of the campaign is based on insights about the internet, and it is a humorous way of drawing attention to the fact that lightning-fast internet from Waoo is not the solution to everything, and that it is also important to spend quality time together away from the screen.
“At WAOO, we have always had users’ experiences at the centre and therefore it is also interesting to put a humorous focus on one of the fastest growing phenomena of our time, namely the time spent on gaming,” stated Sidse Bæk Andersen, brand manager, Waoo.
Waoo has gathered a squad consisting of five of the country’s most talented professional gamers and streamers – Jaxstyle, Marie Watson, Esther, Tobii and Jørgen Bjørn – who are ready to carry out assassinations in four of the most popular game titles: Counter Strike: GO, GTA5 Online, Fortnite and Call of Duty. All in the service of love.
The various creative approaches and media help lift the conversation from the world of gamers, into couples relationships and then out to the wider WAOO audience – all without losing the authentic conversation and nerve necessary to achieve success within an otherwise closed community in gaming.
“Gaming is the biggest entertainment industry of all time, and we see many brands trying activations in these universes with a high level of creativity and innovation. We thought that Love Squad starts from a relevant cultural tension and starts an interesting conversation,” stated Lars Samuelsen, creative chairman & chief strategy officer at Uncle Grey.
On the campaign page you can order an online hit on your partner and write a loving or less loving message, which will be handed over when the task is completed.
Credits:
Client: Waoo
Brand Manager: Sidse Bæk Andersen
Creative Agency: Uncle Grey
Chief Strategy Officer: Lars Samuelsen
Chief Operating Officer: Josephine Winther-Poupinel
Senior Creative: Alexander Mackenzie
Senior Creative: Cecilie Larsen
Account Manager: Signe Dam
Digital Director: Kasper Andkjær
Account Manager: Nina Brinkmann Jønler
Head of Production: Daniel Halasz
DOP, Editor & VFX Artist: Thorbjørn Fessel
Finished Art: Thomas Rynkeby & Michael Madsen
Relationship Advisor: Simon Frøsig
Production: The Lab
Producers: Brit Vinther-Jensen & Rasmus Gaardhøje
Media Agency: Wavemaker (Denmark)
Managing Director: Claus Andersen
Media Agency Lead: Senior Client Director Stine Vejling
Senior Social & Influencer Manager: Christine Matthsen
Senior Digital Manager: Sofie Lodahl
Influencer Manager: Emma Krøis
Esport Management: Foreverr
Chief Executive Officer & Founder: Marc Ogihara
Owner & Managing Director: Marco Villaroel
Content Management: Agergaard Management
Founder & Manager: Claus Agergaard
