Background

Free Fire has an ambition to go beyond being just a game, but to become a bonafide brand with a purpose and belief that is centered around a truth that is close to their gamers’ lives . Today’s Gen Z is saddled with increasing pressures and anxiety, everyday can seem like a battle. We wanted to show and inspire the Gen Zs that if you can take on Free Fire’s in-game battles in style, you can take on all of life’s battles in style. Essentially, it’s about embodying a positive, authentic spirit and outlook in life while giving Free Fire a relevant meaningful voice that sets it apart from other mobile games.

Brief

Despite being a massive hit in Latin America and Southeast Asia, Free Fire suffered from poor brand perception. Unlike its competitors, many saw it as a battle royale game designed to be played on low-spec phones.

Solution

While many saw this as a disadvantage, we saw it as a clear advantage that sets FREE FIRE apart from its competitors. It is the only battle royale game that billions of youths worldwide can play on any phone with over 39 characters to choose from. We turned the game into a platform “Life’s a battle. Battle in Style.” and empowers players to express their personalities both in-game and in life.