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Industry: Toys & Games
Style: Minimalism
Write a short summary of what happens in the film

A soldier delivers a cheap shot to an enemy which prompts a reaction from Australian icon, Jimmy Barnes.

Cultural/Context information for the jury

For the launch of Call of Duty: Black Ops 4, we wanted to invite new people to play. The problem was, everyone thought our game and the people who played it were intimidating. But that wasn’t true. To grow, we didn’t need to rebrand the game, we needed to rebrand who plays it: our community. To show the world who we really were, we launched CODNATION to reintroduce Call of Duty. We created a studio where we wrote, directed and edited 100’s of films made from inside the game, all celebrating our player’s true personalities. The films were designed to not only celebrate our community, but to inspire them to create and share their own under a new identity, #CODNATION.

Please tell us about the social behaviour and/or cultural insights that inspired your campaign

In spending time with our community, we realized the game is more than an outlet for their competitiveness, it’s also an outlet for their creativity. A whole world of creators populate the Call of Duty digital world with hilarious gifs, memes and videos. In other words, they use the game as their canvas for self expression. We amplified this insight to prove Call of Duty was about more than angry competition. It was about creativity and fun.
Production Company:
Cannes Lions International Festival of Creativity 2019
Bronze Film
Social Behaviour & Cultural Insight
D&AD 2019
Wood Pencil Branded Content & Entertainment
User Generated
Latest Updated