GOD OF WAR

Challenge

Reboot PlayStation’s most iconic franchise known for its over-the-top violence with a new game telling a mature tale about fatherhood.

Audience Insight

After a decade of movie-quality games like Last of Us, our grown-up players expected deeper characters and narratives than the original God of War games on PS2.

Strategy

Entice gamers with the evolution of Kratos into a father raising his son for a perilous world.

Creative

A launch film and a first-of-its-kind stadium projection halftime show both telling the story of Kratos and his son overcoming hostile Norse monsters.

Results

• God of War sold 3.1 million copies worldwide in its first three days, and topped 5 million in the first month, becoming the fastest-selling PlayStation 4 exclusive for the company

• 52M impressions of our stadium activation

Role

Creative Brief / Testing and Refinement