Black Ops III Awakening Launch

Activision faced the challenge of launching Awakening, the first downloadable content pack for Call of Duty: Black Ops III, in a way that would captivate and engage their dedicated fan base. They needed a strategy that would leverage the popularity of the game and create buzz around the new content.

The solution was to bring back the fan-favorite character, the Replacer, and use him as the focal point of the campaign. While 72andSunny crafted an engaging live-action trailer featuring the Replacer, AKQA was tasked with extending his presence into the social media realm.