Activision - Call of Duty: Modern Warfare 2 Launch
Campaign Date: 2022
Amplify + Activision smash through the screen in a format breaking OOH campaigns across US + UK...
Challenge
Launch Modern Warfare II, the latest release from the Call of Duty franchise, by showcasing the game’s central characters in bespoke anamorphic billboards in Los Angeles, New York and London.
Insight + Strategy
In Call of Duty: Modern Warfare II the ultimate weapon is team. We knew that by creating a real world narrative and showcasing the central characters across anamorphic canvases we would engage and excite gamers across the world.
SolutionTaskforce 141 ‘Go Dark’
A format breaking immersive OOH campaign, that saw operators infiltrate iconic locations around the world.
Smashing through the screen, the spot showed Sergeant Johnny MacTavish, attempting a mission by cracking through a glass door. Lieutenant Simon Riley, also known as Ghost, then commands attention as he appears from the undergrowth wearing night-vision goggles.
Amplify collaborated with Inertia Studios on the 3D anamorphic with London's Piccadilly Lights providing a perfect spot for the action, a bespoke ad featuring the other Taskforce 141 operators was also placed in New York’s Times Square.
As part of the campaign Amplify also collaborated with Territory Studios to tease the launch of Call of Duty: Modern Warfare II, with a takeover of SoFi Stadium's 'Oculus' Video Board, which features 80 million pixels.
Tyler Bahl, VP and Head of Marketing, Call of Duty commented: “The scope and scale of Call of Duty: Modern Warfare II demanded a larger-than-life global campaign. We partnered with Amplify to create anamorphic 3D OOH, which provided the canvas and technology to use our iconic heroes in a massive show-stopping way. It extended far beyond the locations themselves and we saw huge amplification and resharing throughout our community.”
Results
70K+ spectators at SoFi stadium
371K YouTube views
3.8M Instagram views
12M TikTok views
We're a global creative agency specialising in experience and culture.
We join the dots between people, brands + culture.
Amplify create big ideas, campaigns, experiences and platforms designed to be amplified at every touchpoint and across the entire marketing mix. We think globally but activate locally, have hubs in London, Los Angeles, New York, Paris and Sydney and operate all over the world.
We were founded as a 'home for creative people and clients' on a shared mission to join 'the dots between people, brands and culture'. We know we have two clients, both the brands that give us the killer briefs and the often hard-to-reach audiences they're trying to engage. Through our campaigns, we find cultural spaces where a brand and audience can come together to create conversation, community and culture - building loyalty and long-term relationships.
We ensure brands cut through in this busy, saturated and complicated world by creating simple, moving and effective campaigns that are empathetic, often living across multiple channels.
