Tyler Berry Design Director

ABOUT

THE BRIEF

Alongside the Radeon rebrand B&D recently delivered; we were tasked with devising a global go to market campaign to support the launch of Radeon’s revolutionary RX 480 graphics card. The brief was simple; create disruption in the industry and galvanise the gaming community to action.

The campaign had to work across print, digital, POS and film in multiple languages, to be used around the world.

THE CREATIVE
In many ways this campaign was a rebellion against the industry status quo. To move away from the dry, stale approach to advertising that had taken hold in recent years. But going against the status quo and still getting a message across isn’t an easy task. It wasn’t just enough to say Radeon is different from the competition. We had to show it.

Radeon wanted the gaming community to know it was making a graphics card for everyone, free of technological or financial barriers; RX was built to democratise gaming, making it accessible to all at a price point to suit. It would work right out of the box, it wouldn’t be old news in a year’s time and it could provide an opportunity to experience VR at an affordable level, giving gamers the future-proofed technology they desire.

This was more than a revolution; it was a rebellion and we wanted to embrace that. So, out came the placards and The Uprising was born.

Everything we created for the campaign was centered on rebellion, from the use of language to imagery and its application in various forms. The creative direction was simple – you deserve better, it’s time to demand more. You’re #BetterRed.

THE CREATIVE - COPYWRITING
The campaign needed to include a number of key technology shouts to promote the benefits of Radeon RX series. We did this by stripping the design and language back to its core, borrowing from a wealth of propaganda posters used throughout history, with their minimal use of words and design style created to convey a simple and often powerful message.

Not only can a propaganda style approach work as a voice for an unheard community, it’s a great way to include multiple product specs without bogging everything down in a list of jargon or uninspiring marketing lingo.

We listened to industry forums; we gained an understanding of how the community felt and discovered a rebellion bubbling just under the surface. Armed with this knowledge, we had to carefully weave the real community sentiment into our advertising.

With placards unashamedly promoting key messages, such as ‘Join the Radeon Rebellion’, ‘VR is not just for the 1%’ or ‘Give us back control’. We used messages taken from the gamers themselves to incite an uprising.

With the copywriting approach realised, we could now move to the roll out phase of the campaign.

THE CREATIVE - FILM
Commercials in this industry typically focus on beautiful product shots accompanied with a list of specs and an uninspiring call to action. We had to change that. Our film is a rallying cry, created for the gaming community to stand up and join the Radeon Rebellion.

We created two films to be shown across social media, alerting customers to the forthcoming Radeon Rebellion with a simple call to action, it’s #BetterRed.

THE CREATIVE - WEBSITE
We designed and built a fully responsive website to be used as a point of focus for the Radeon RX campaign.

THE RESPONSE
Radeon has a committed fan base and it wasn’t long before our tag #BetterRed was springing up on social media, with customers rallying around the hashtag to voice their own opinions and ultimately demanding better from their graphics cards.

The campaign has been a huge success, awareness is up, hundreds of thousands have viewed the films and #BetterRed is appearing on social media, blogs and forums around the world. The AMD share price has also skyrocketed.

The gaming community is fired up for the next instalment from Radeon.

An uprising has truly begun. The rebellion is here.

WHAT WE DELIVERED
Creative direction
Copywriting
Design
Filmmaking
Project management

Print
Point of sale
Digital banners
Website skins
Campaign website design & build
Campaign films
Campaign toolkit for partners
Email campaign

MADEIT CREDITS

  • RadeonClient

Inciting a Radeon Rebellion

*
*
*
*
*
*

Comments