Everyday Sins
Client: Diablo IV - The One Club: Young Ones Awards | Year: 2022
Art & Copy: Joseph Egan
I was challenged to create a Diablo IV launch campaign/activation that breaks through culture, exciting both non-players and seasoned adventurers. Diablo IV is an epic action role-playing (ARP) video game made by Blizzard Entertainment in which the player battles all of Hell, embracing dark, edgy, demonic, and nonconformist themes.
The Diablo franchise can be very polarizing. The unexpected thrill for carnage playing each entry evokes is very human and present in all of us, even if hidden below the surface. I was most inspired by the concept of “guilty pleasures”. Everyone's done something they probably shouldn’t have, serious or more playful, and felt glee for getting away with it. Diablo IV is our chance to embrace it.
Social Executions
Gamers are skeptical of ads. Video game advertising often comes off as cheesy or overpromising. Rather than directly addressing existing fans, the Everyday Sins campaign’s goal is to widen awareness of Diablo IV to people less familiar with the gaming space. Feeling like a part of something new and different, Everyday Sins encourages audiences to become a part of something new.
Brand Collaborations
Typical collaborations and sponsors for games releases are related gear like mousepads or headphones. I propose instead associated snack food brands such as Doritos and Redbull to again widen the reach of the audiences viewing the Everyday Sins ads. It’s important that the campaign have visibility to all people to reinforce the everyday feeling rather than relegate to only people already within the space.
Large brands such as Redbull commonly collaborate with gaming industries for convention spaces and speciality booths in them at events such as PAX East or ComicCon.
