In 2021, the lockdown forced many children to play only online. Nerf wondered how its blaster could get into the top three best-selling toy brands before the New Year, if there is not a single movie or cartoon universe like theirs?
We created the first meta-universe in the toy market, where children could play in two realities at once. This is a real brand experience online and offline, when your results in the game are rewarded not with points, but with real prizes. Without our own movie or cartoon, we broke through the pre-New Year clutter and increased brand awareness and penetration among a content-spoiled audience - boys aged 8-12. At the same time, we combined the world of gaming with the world of music, promoting Nerf as a lifestyle brand.
We created the first meta-universe in the toy market, where children could play in two realities at once. This is a real brand experience online and offline, when your results in the game are rewarded not with points, but with real prizes. Without our own movie or cartoon, we broke through the pre-New Year clutter and increased brand awareness and penetration among a content-spoiled audience - boys aged 8-12. At the same time, we combined the world of gaming with the world of music, promoting Nerf as a lifestyle brand.
first meta – on toy market for nerf!
Year: 2023
Client: Mondelez International
Agency: EMG
Role: Associate Creative Director
Client: Mondelez International
Agency: EMG
Role: Associate Creative Director
