There are currently more than half a million child soldiers fighting all over the world. However, neither governments nor the public seem to get mad at that figure. Even though people know and care on a rational level they don’t act.
Creating a public outcry by staging the launch of a next generation of ego-shooter. The protagonist of the shooter is child soldier fighting a war against other child soldiers. The launch includes a teaser trailer just before one of the major video games conventions, as well as in-game videos, screenshots, story details, a Facebook fan-site, a website etc. Once the media outcry reaches it’s peak a press conference will be held broadcasting a clear message: for 500.000 children this is not a game. Get angry and do something about it.
Agency: Young & Rubicam Vienna
Creative Director: Alexander Hofmann
Design: Kathrin Janata