BLACK OPS 6
Business Problem: Call of Duty needed to build excitement for its new game of espionage and conspiracy – without giving away the plot.
Creative Solution: Act like Black Ops agents by covertly attacking symbols of the government and media to erode trust and blur the line between fiction and reality.
Target #1
The ultimate symbol of American leadership and democracy.
Target #2
Target #3
The heart of American culture and media.
Target #4
The world.
Team
ECD: Zach Hilder, GCD: Eugene Fuller, Sr AD: Justin Batten
Results
Terrified South Dakota residents, press, and state representatives. Campaign trended #1 on X, Reddit, and YouTube. Became the most famous Call of Duty reveal of all time and one of the most successful video game title reveals ever. Generated over 100 million organic views. Sold out the New York Post for the first time since the 2020 election.
Press + Early Results:
IGN, GameSpot, Insider Gaming, Dot Esports, Eurogamer, ComicBook, Variety, Nasdaq, Sports Illustrated, Forbes, Yahoo!, Daily Mail
Additional Recognition:
Shared by Worldstar, Complex, Unilad, and others. Full TV segments on local South Dakota news and an organic reaction from Kai Cenat. Became one of the most successful days in CharlieIntel history. Wild postings were stolen immediately, Rushmore creative was illegally reprinted on t-shirts sold online, and the newspaper covers are being sold as collector's items on eBay.