Do you fight for the Horde or do you ride with the Alliance? It’s a simple question and nobody likes a fence sitter.
Over the near-twenty-year history of World of Warcraft a lot had changed. One of those changes was the sharply carved battle lines between factions had eroded.
Data showed that many current and lapsed players longed for the time when their chosen faction allegiance brought a sense of identity, pride – and rivalry.
When fans learned that the Battle for Azeroth’s future was nigh, they had a choice to make. Who would they fight with for Azeroth’s future? Horde or Alliance? Players are never short on passion and you can bet your pointy ears that they’ll have a point of view.
Our launch campaign took that creative throughline of choosing who you fight for and forged it into a simple, yet powerful conceit: It Matters.
Our campaign of Clio Award-winning live-action spots cheekily spoke to that faction loyalty while keeping the rivalry stoked in the month before the game’s release.
We brought that faction pride into the real world where the players could see themselves represented more directly.
The tone of the spots is playful while still taking the passion and fandom seriously. Next, it was time to bring it all back to Azeroth.
At launch, we created the last big beat before the game’s drop. We combined powerful imagery with an bespoke remix of Metallica’s “For Whom the Bell Tolls” that stirred fans’ feels and got their blood pumping before the big battle.
The Battle for Azeroth Expansion was record breaking:
So who did we ride for? The Horde, obviously.
