EE has teamed up with Saatchi & Saatchi and Digitas to release an out-of-this-world campaign, promoting the telecoms brand’s new online Game Store.
The 30-second ad features an ordinary man going about his everyday business, when, upon spotting the EE gaming logo, is transported out of this world to another digital dimension, becoming his online avatar.
The campaign will be showcased across broadcaster video on demand (BVOD), online video display, social and out-of-home (OOH), with QR codes integrated into the creative’s artwork.
The advert was developed using the 3D creation tool, Unreal Engine, which is also responsible for making games such as Fortnite.
Saatchi & Saatchi executive creative director, William John, said, “To launch EE’s Game Store we had to show up authentically; from burying easter eggs throughout our AV, to creating our OOH in the very same technology games are made.
“This is a campaign that’s truly inspired by and created for gamers.”
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Demonstrating the range of EE’s new Gaming store, the film sees the character hop on a scooter and make his way through a piazza before jumping between different gaming scenes, including a racing car and running through a disused warehouse.
The video campaign concludes with actor and brand ambassador Kevin Bacon‘s voice stating: “Your new destination for gaming. The EE Game Store, all the games, all the gear, and it’s now open for everyone.”
“The new EE Game Store adds another string to our bow as we continue driving forward our ambition of becoming the UK’s number one destination for gaming.” said EE communications director, Pete Jeavons.
“Taking cues from the games our customers love the most, this campaign lets gamers across the country, regardless of their network, know that there’s a new destination for all their gaming needs.”
