Campaign created by Druid includes music video with “Evidências”, fake out of home and activations with influencers
The game World of Warcraft (WOW) is turning 20 in 2024 and has prepared a new expansion, “The War Within”, with a nostalgic campaign that invites millions of players to return to the game with the aim of activating nostalgia and longing in the public, conveying the message from the point of view of the characters and avatars that are still in the game and the longing they feel for experiencing the game’s adventures with other characters.
Created by Druid Creative Gaming with audio production by Jamute, the campaign includes two music videos, one for the Brazilian market and one for the Mexican market, accompanied by tracks that evoke nostalgia and feature the tagline “Return to the fight and save your heroes”.
In Brazil, the campaign features the soundtrack, “Evidências”, by Chitãozinho and Xororó, and the video for Mexico is set to the soundtrack “Como Te Voy a Olvidar”, by the band Los Ángeles Azules. The music videos were recorded entirely within the game, using in-game capture technology.
“For Druid, it is an honor to create and execute the campaign for the new expansion and the 20th anniversary of World of Warcraft. The campaign is extremely emotional for players, who have all these incredible memories within the game, with their friends and guildmates, and leaves an invitation for them to live these adventures again. All produced within the game itself and with songs that are anthems both here and in Mexico”, says Claudio Lima, CEO of Druid.
In addition to the video clips that will be shown digitally and in cinemas, the celebration campaign will feature content on social media, fake out-of-home videos that show the game’s dragon strolling through famous spots in Brazil and Mexico, as well as partnerships with Brazilian influencers such as Jovem Nerd, Gaveta, Matando Robô Gigante and Broxada Sinistra; and Mexicans Paola de Castillo, Amanda Hazel and Mirrey TV.