Mon, 05 Sep 2022 14:00:00 GMT
After a competitive pitch, creative agency Brave has secured a new client partner with SuperPlay, the creator of Dice Dreams - a casual mobile game where a simple roll of the dice determines actions you can take against other players. After continued success in markets around the world, SuperPlay now have their sights set on driving mass downloads in the UK.
Brave were tasked with creating a memorable national campaign to roll out across TV, VOD, paid-for social and other planned digital media. Unlike other casual gaming competitors, the campaign needed to emotionally resonate with the British audience. With our innate British conservatism, it’s ingrained in us to hit superhuman levels of “nice” - even to those annoying frenemies, school-mum mates and colleagues that always drive us nuts and it’s this human truth that became the bedrock to the campaign idea.
A stolen parking spot, a jarring mum comment, a cut in line or an attack on your Dice Dreams kingdom - blowing off steam, and getting revenge, is often done covertly or in the privacy of our daydreams. Brave’s latest campaign ‘Revenge Is Best Served Rolled’ playfully shows through two 30-second TVCs directed by Henry Littlechild, the petty revenge dreams we all play out in our heads. Setting up the notion that you don’t have to keep the anger pent up - with Dice Dreams there is a better way to successfully get your own back and without the ‘IRL’ consequences.
Brave set out to feature a celebrity, one that would connect more with our target female audience. TV presenter, Scarlett Moffatt, shows a more contrasting side to her usually friendly, bubbly demeanor, as she doggedly attempts to roll over her adversaries in various ways. But, if anything, the Dice Dreams spots prove that when it comes to it, Revenge Is Best Served Rolled.
Scarlett Moffatt, TV Presenter says: "This game makes it fun to be bad. I’m usually just good, you know? Never even thrown water over anyone before, that was my favourite bit. That and working with a snake! I hope everyone enjoys the game as much as I do."
Annie Fox, creative director at Brave says: "We’ve all been there, haven’t we? Behind that set saccharin smile we play out in our heads sweet dream revenges on those deserving. It was joyfully cathartic for us to write and visualise to that effect, including of course, Scarlett – who relished the part all the while feeling very guilty!!! We set out to push the role of celebrity as something way beyond just being THE face. The end-result brings a smile and serves as a pressure-valve release for those always super nice Brits who now have a more playful outlet."
Noam at Superplay commented: "Beyond our cute little characters in Dice Dreams, there is a little dark edge to the game that allows everyone to play out their revenge. The advert and Scarlett herself are a perfect encapsulation of this. We all enjoy the concept of sweet revenge, but can we play it out? In Dice Dreams we can!"view more - Creative
Categories: Sports and Leisure, GamingBrave, Mon, 05 Sep 2022 14:00:00 GMT